When you think of a brand, you should immediately understand it from the advertising attitude, from the words and visuals.

You can't test great advertising. You can only test the mediocre. Not that I don't care about demographics. You have to understand who you're going after.

If you think people are dumb, you'll spend a lifetime doing dumb work.

If you're working, and you're not trying to be great, give up.

There's no such thing as a cautious creative.

A truly great magazine cover surprises, even shocks, and connects in a nano-second.