Imitation Can Be Commercial Suicide.

Advertising Is Fundamentally Persuasion And Persuasion Happens To Be Not A Science, But An Art.

Let Us Prove To The World That Good Taste, Good Art, And Good Writing Can Be Good Selling.

Our Job Is To Sell Our Clients' Merchandise... Not Ourselves. Our Job Is To Kill The Cleverness That Makes Us Shine Instead Of The Product. Our Job Is To Simplify, To Tear Away The Unrelated, To Pluck Out The Weeds That Are Smothering The Product Message.

No Matter How Skillful You Are, You Can't Invent A Product Advantage That Doesn't Exist. And If You Do, And It's Just A Gimmick, It's Going To Fall Apart Anyway.

Forget Words Like 'hard Sell' And 'soft Sell.' That Will Only Confuse You. Just Be Sure Your Advertising Is Saying Something With Substance, Something That Will Inform And Serve The Consumer, And Be Sure You're Saying It Like It's Never Been Said Before.