It May Well Be That

Adapt Your Techniques To An Idea, Not An Idea To Your Techniques.

Our Job Is To Sell Our Clients' Merchandise... Not Ourselves. Our Job Is To Kill The Cleverness That Makes Us Shine Instead Of The Product. Our Job Is To Simplify, To Tear Away The Unrelated, To Pluck Out The Weeds That Are Smothering The Product Message.

In Advertising, Not To Be Different Is Virtually Suicidal.

A Principle Isn't A Principle Until It Costs You Something.

It's Not Just What You Say That Stirs People. It's The Way That You Say It.