Never Stop Testing, And Your Advertising Will

Sound An Alarm! Advertising, Not Deals, Builds Brands.

It's The Lack Of Ambition That Cripples Most People, And Makes Them So Pedestrian In The Advertising/creative Business

If It Doesn't Sell, It Isn't Creative.

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.

Supposing You've Got An Acute Appendicitis. You've Got To Be Operated On Tonight. Would You Like To Have A Surgeon Who's Read Some Books Of Anatomy And Knows How To Do That Operation - Or Would You Prefer To Have A Surgeon Who Refused To Read All Books About Anatomy And Relied On His Own Instinct?