Never do anything yourself that you can hire someone else to do, especially if they can do it better.
Rules are what the artist breaks; the memorable never emerged from a formula.
If your advertising goes unnoticed, everything else is academic!
Imitation can be commercial suicide.
Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
Our job is to bring the dead facts to life.
I warn you against believing that advertising is a science.
