Somebody finally has to get out an ad, often after hours. Somebody has to stare at a blank piece of paper. Probably nothing was ever more bleak. This….

A desirable advertisement will be reasonable, but never dull ... original, but never self-conscious ... imaginative, but never misleading..

Good advertising is written from one person to another. When it is aimed at millions it rarely moves anyone..

Our job if I can see straight and hear clearly and understand ~ is to make advertising and run advertising that is seen and read and heard ~ and reme….

Advertising is what you do when you can't go see somebody. That's all it is..

Write to one person, not a million..