Maurice Saatchi

In fact, I argue that the future of advertising, whatever the technology, will be to associate each brand with one word. This is one word equity. It's the modern equivalent of having the best site on the high street, except the location is in the mind.

True Americanism is practical idealism. Its aims, instead of being materialistic and mechanical, are idealistic to the point of being Utopian. In this way, the U.S. can provide and express ideals that strike a chord in humans everywhere - a declaration of independence on behalf of all the peoples of the world.

It's my view that human dignity - an attribute which for years has been taken by the Left in British politics - resides in fact in Tory values of independence, individuality and self determination.

America was born out of a desire for self-determination, a longing for the human dignity that only independence can bring.

Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.

Advertising holding companies used to boast about their share of the advertising market. Now they are proud of how much of their business is not in advertising.