A few bits of advertising genius I learned from Bill Bernbach.

Research exposes knowledge. After doing research, you owe it to the research to say it in a fresh and new way...

Knowledge in a saying is referring to something that already exists, the only way to take knowledge into the future is with an idea. The idea of touching an audience with a direct target is lazy thinking. Don't use research in an instrumental way, don't let research inhibit creativity, and most importantly don't waste creative efforts on a lack of knowledge or false premisses...

Work without conviction won't sell, don't be responsible for advertising that you don't believe it. What do you think and why? Advertising is a form of persuasion, it's a skill that can form public opinion, why shouldn't we put our skills into positively persuading...

The art of persuasion will never go away from advertising, a hundred years from now the man with talent can persuade and the one without will not...