The most powerful position in any category is usually the one nobody's standing in.

The best brief is sometimes the one that makes everyone in the room recoil.

The brand that gives you permission is always more interesting than the one that tells you to stop.

The brief isn't where you put your ad. It's where you put your idea.

Make something worse. Watch your product look better.

They're so wrong, they're right.

The most powerful word in advertising is one you didn't write.

Prim setting. Anything but prim message.

Nobody wants to go there. So go there.