Quotes from Maurice Saatchi

When a company owns one precise thought in the consumer's mind, it sets the context for everything and there should be no distinction between brand, product, service and experience.

Sibling relationships are complicated. All family relationships are. Look at Hamlet.

Simplicity is the outcome of technical subtlety; it is the goal, not the starting point.

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

Poetry can't cure cancer, but it can save your life until you die.

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.