“If it doesn’t sell, it isn’t creative.”

The best ideas come as jokes. Make your thinking as funny as possible.

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.

Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose the vast majority of editors are incorruptible.

Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.

Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.

Ninety-nine percent of advertising doesn’t sell much of anything.

Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.

Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.

It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially – like inviting a man to dinner then spitting in his eye.

In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.

I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.

You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.

What really decides consumers to buy or not to buy is the content of your advertising, not its form.

Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.

Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.

Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.

I like to make something beautiful when I run … it’s style. It’s doing something better than anyone else. It’s being creative.

Some people create with words or with music or with a brush and paints. I like to make something beautiful when I run. I like to make people stop and say, ‘I’ve never seen anyone run like that before.’ It’s more than just a race, it’s a style. It’s doing something better than anyone else. It’s being creative.

I like to feel the butterflies in the stomach, I like to go home and have a restless night and wonder how I’m going to be able to accomplish this feat, get jittery. That hunger and those butterflies in the stomach are very essential for all creative people.

The creative mind is the playful mind. Philosophy is the play and dance of ideas.

It’s hard to juggle being a businessperson with being a creative person. You have to organize yourself – PR needs me for PR, and the licensing division needs me for licensing, the bridal people need me for bridal.

I am sure the next step will be the electronic image, and I hope I shall live to see it. I trust that the creative eye will continue to function, whatever technological innovations may develop.

Whoever wants music instead of noise, joy instead of pleasure, soul instead of gold, creative work instead of business, passion instead of foolery, finds no home in this trivial world of ours.

See every problem as an opportunity to exercise creative energy.