Unless Your Campaign Has A Big Idea,

We Exist To Build The Business Of Our Clients. The Recommendations We Make To Them Should Be The Recommendations We Would Make If We Owned Their Companies, Without Regard To Our Own Short-term Interest. This Earns Their Respect, Which Is The Greatest Asset We Can Have.

The Secret Of Long Life Is Double Careers. One To About Age Sixty, Then Another For The Next Thirty Years.

A Consumer Is Not A Moron. She's Your Wife. Don't Insult Her Intelligence, And Don't Shock Her.

I Never Assign A Product To A Writer Unless I Know That He Is Personally Interested In It. Every Time I Have Written A Bad Campaign, It Has Been Because The Product Did Not Interest Me.

Supposing You've Got An Acute Appendicitis. You've Got To Be Operated On Tonight. Would You Like To Have A Surgeon Who's Read Some Books Of Anatomy And Knows How To Do That Operation - Or Would You Prefer To Have A Surgeon Who Refused To Read All Books About Anatomy And Relied On His Own Instinct?