Every piece of communication is about one thing. There are no newspaper articles with the headline ‘A list of various things a government might do and the possible outcomes’.

Tim Philips, author – ‘Talk Normal’

Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.

Bill Bernbach, advertising legend

Science and technology revolutionize our lives, but memory, tradition and myth frame our response.

Arthur M Schlesinger, historian

A danger of too much focus on short-term ROI

I have never once seen short term ROI declared to the stock market, it is not a key metric. It is does not effect the share price, it does not have a direct impact on year-on-year profitable growth. It’s a great metric for making sure your media budget is efficient.

Gain Theory

Make it smart because your audience is. Make it beautiful because elegance inspires and endures. Make it fun because, well, why not?

Lee Clow, Chairman – TBWA\Worldwide

Most people don’t know your brand exists… what that tells you is you need to set fire to shit. You’ve got to break eggs if you want to get anywhere.

Professor Mark Ritson

All communication is about what’s heard, not what’s said.

Dave Trott, creative legend