We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'

If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.

The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.

The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.

It takes guts. And I think it'd be harder than hell to control.

Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising.