The Most Powerful Element In Advertising Is

The Difference Between The Forgettable And The Enduring Is Artistry.

The Truth Isn't The Truth Until People Believe You, And They Can't Believe You If They Don't Know What You're Saying, And They Can't Know What You're Saying If They Don't Listen To You, And They Won't Listen To You If You're Not Interesting, And You Won't Be Interesting Unless You Say Things Imaginatively, Originally, Freshly.

In Communications, Familiarity Breeds Apathy.

It's Not Just What You Say That Stirs People. It's The Way That You Say It.

Advertising Is Fundamentally Persuasion And Persuasion Happens To Be Not A Science, But An Art.