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

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.

Advertising reflects the mores of society, but it does not influence them.

The secret of long life is double careers. One to about age sixty, then another for the next thirty years.

The advertisers who believe in the selling power of jingles have never had to sell anything.

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

I did not feel ‘evil’ when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living on the edge of starvation for 400 years.

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

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.

The consumer isn’t a moron; she is your wife.

I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.

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

I had best friends who were in the industry, and I’m like, it’s cool if you get a job, and I’m happy.

I know I want to always do the best I can.

You can’t get it all done yourself. The best leaders are not afraid of picking people who are better than they are and who may one day replace them.

The best thing about a picture is that it never changes, even when the people in it do.

I don’t know what drives me to succeed. I know I want to always do the best I can. I never was like that as a kid.

Land really is the best art.

Your best is going to change from moment to moment; it will be different when you are healthy as opposed to sick.

If you want the best the world has to offer, offer the world your best.