It is important to admit your mistakes, and to do so before you are charged with them. Many clients are surrounded by buckpassers who make a fine art of blaming the agency for their own failures. I seize the earliest opportunity to assume the blame.
Don’t just create content to get credit for being clever — create content that will be helpful, insightful, or interesting for your target audience.
Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
It is the inescapable duty of management to fire incompetent people.
It's not creative unless it sells.
The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their character. Instead of resisting innovation, they symbolize it.
Great marketing only makes a bad product fail faster.
It follows that unless your headline sells your product, you have wasted 90 percent of your money.
Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
As a private person, I have a passion for landscape, and I have never seen one improved by a billboard. Where every prospect pleases, man is at his vilest when he erects a billboard. When I retire from Madison Avenue, I am going to start a secret society of masked vigilantes who will travel around the world on silent motor bicycles, chopping down posters at the dark of the moon. How many juries will convict us when we are caught in these acts of beneficent citizenship?
If it doesn't sell, it isn't creative.
Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.
At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.
If you always hire people who are bigger than you are, we shall become a company of giants
The advertisers who believe in the selling power of jingles have never had to sell anything.
The psychiatrists say that everybody should have a hobby. The hobby I recommend is advertising
Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.
There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.
Don't hire a dog, then bark yourself
Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
Candor compels me to admit that I have no conclusive research to support my view that jingles are less persuasive than the spoken word. You'd run like hell if a salesman came to your door and began singing at you. Why do it in advertising?
Madison Avenue is full of masochists who unconsciously provoke rejection by their clients. I know brilliant men who have lost every account they have ever handled.
I admire people with gentle manners who treat other people as human beings.
Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
Many people - and I think I am one of them - are more productive when they've had a little to drink. I find if I drink two or three brandies, I'm far better able to write.
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