Creativity Needs Discipline And Freedom.

The Business Community Wants Remarkable Advertising, But Turns A Cold Shoulder To The Kind Of People Who Can Produce It. That Is Why Most Advertisements Are So Infernally Dull.... Our Business Needs Massive Transfusions Of Talent. And Talent, I Believe, Is Most Likely To Be Found Among Nonconformists, Dissenters, And Rebels.

When Someone Is Made The Head Of An Office In The Ogilvy & Mather Chain, I Send Him A Matrioshka Doll From Gorky. If He Has The Curiosity To Open It, And Keep Opening It Until He Comes To The Inside Of The Smallest Doll, He Finds This Message: If Each Of Us Hires People Who Are Smaller Than We Are, We Shall Become A Company Of Dwarfs. But If Each Of Us Hires People Who Are Bigger Than We Are, We Shall Become A Company Of Giants.

The Most Important Word In The Vocabulary Of Advertising Is Test. If You Pretest Your Product With Consumers, And Pretest Your Advertising, You Will Do Well In The Marketplace.

Good Copy Can't Be Written With Tongue In Cheek, Written Just For A Living. You've Got To Believe In The Product.

Within Every Brand Is A Product, But Not Every Product Is A Brand.