A consumer is not a moron. She's your wife. Don't insult her intelligence, and don't shock her.

Nowadays it is the fashion to pretend that no single individual is ever responsible for a successful advertising campaign. This emphasis on "teamwork" is bunkum - a conspiracy of the mediocre majority.

I never write fewer than sixteen headlines for a single advertisement.

The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.

The success of a meeting often depends on having the right documents - proofs, artwork, schedules, research charts, etc. - present at the start of the meeting. All too often we arrive like plumbers, leaving our tools behind.

Creativity needs discipline and freedom.

Compete with the immortals