If You Have A Truly Big Idea,

The Best Idea Is The Simplest.

Consumers Do Not Buy Products. They Buy Product Benefits.

The Psychiatrists Say That Everybody Should Have A Hobby. The Hobby I Recommend Is Advertising

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.

Within Every Brand Is A Product, But Not Every Product Is A Brand.