The consumer isn't a moron. She is your wife.

Don't bunt. Aim out of the ballpark.

There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don't destroy them. They lay golden eggs.

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

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

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.