Maurice Saatchi said this quote

“ 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. ”

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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.

~ Maurice Saatchi

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

~ Maurice Saatchi

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

~ Maurice Saatchi

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.

~ Maurice Saatchi