“There will always be more small accounts than big ones, so small agencies are not an endangered species. Within the limits of their resources, they can often out-perform the big ones. Creativity is not a function of size. Small can be beautiful.”
“The whole art of merchandising consists of appealing to the imagination. Once the imagination is moved, the hand goes naturally to the pocket. But if the first appeal is to the purse, the imagination is apt to revolt and raise barriers against buying. In trade, as in most other things, the mind is master."
“Nobody likes paying too much, but if you do, all you lose is a little money. When you pay too little you can lose everything, because what you bought was incapable of doing what you bought it for. The common law of business prohibits paying a little and getting a lot.”
“The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly.”
"Creative without strategy is called 'art'. Creative with strategy is called 'advertising'."
“The consumer does not behave as they say, they do not say what they think and they do not think what they feel. That’s the trouble with focus groups and market research. You never get an answer that can be trusted.”
“Nothing in the world can take the place of persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent.”
“The sales of a brand are like the height at which an airplane flies. Advertising spend is like its engines: while the engines are running, everything is fine, but when the engines stop, the decent starts. The effectiveness of branding is like the aerodynamic design of the plane. Great creative, or better design, means that by spending the same money or by using the same engines, we take the brand or plane higher. If we cut spend on advertising, or stop the engines, the better brand or plane will stay up longer. But both will come down!”