Our business is infested with idiots who try to impress by using pretentious jargon.
If it doesn't sell, it isn't creative.
Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
A good advertisement is one which sells the product without drawing attention to itself.
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.
Never stop testing, and your advertising will never stop improving.
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.
The best ideas come as jokes. Make your thinking as funny as possible.
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