The Real Giants Have Always Been Poets,

If Your Advertising Goes Unnoticed, Everything Else Is Academic!

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

Logic And Over-analysis Can Immobilise And Sterilize An Idea. It's Like Love. The More You Analyse It, The More It Disappears.

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.

Rules Are What The Artist Breaks; The Memorable Never Emerged From A Formula.