Most readers look at the photograph first. If you put it in the middle of the page, the reader will start by looking in the middle. Then her eye must… - David Ogilvy

You aren't advertising to a standing army; you are advertising to a moving parade. Three million consumers get married every year. The advertisement which sold a refrigerator to those who got married last year will probably be just as successful with those who’ll get married next year. An advertisement is just like a radar sweep, constantly hunting new prospects as they come into and keep it sweeping.

While you are responsible to your clients for sales results, you are also responsible to consumers for the kind of advertising you bring into their homes. I abhor advertising that is blatant, dull, or dishonest. Agencies which transgress this principle are not widely respected.

Most campaigns are too complicated. They reflect a long list of objectives, and try to reconcile the divergent views of too many executives. By attempting to cover too many things, they achieve nothing.