- When people aren't having fun, they seldom produce good work. Kill grimness with laughter. Encourage exuberance.
- Our worldwide mission is to be most valued by those who value brands.
- Tolerate genius.
- If it doesn't sell, it is not creative.
- People don't buy a new detergent because the manufacturer told a joke on television last night. They buy because it promises a benefit.
- The consumer isn't a moron; she is your wife.
- Big ideas are usually simple ideas.
- I always use my clients' products. This is not toadyism but elementary good manners.
- The best ideas come as jokes. Make your thinking as funny as possible.
- Never write an advertisement which you wouldn't your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.
- If you always hire people who are smaller than you are, we shall become a company of dwarfs. If, on the other hand, you always hire people who are bigger than you are, we shall become a company of giants.
- I like gentilmen with brains.
- What you show is more important what you say.
