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The real product at Diesel is satisfaction. My satisfaction at Diesel is being a pioneer.

Diesel pioneered the idea of luxury denim, and we still drive this market. But it encompasses more: the consumers love the brand, the lifestyle, the mentality of Diesel.

The world is changing... I don't, as a consumer, want advertising that's not relevant. If we're going to take a side, let's take the side of the consumer.

The interesting thing about advertising is that the things that annoy us sometimes about it are really human. It's us looking at ourselves - and like all human endeavors it's imperfect.

Advertising is - quite often - alive to our real needs. It's just the products on offer might not be the things that will help us satisfy them.

Advertising is the life of trade.

If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.

Advertising is the edge of what people know how to do and of human experience and it explains the latest ways progress has changed us to ourselves.

It is very likely that many firms spend more on advertising than, for their own best interests, they should.

Advertising is a racket, like the movies and the brokerage business. You cannot be honest without admitting that its constructive contribution to humanity is exactly minus zero.