I figure that my staff will be less reluctant to work overtime if I work longer hours than they do.

The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.

Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

Madison Avenue is full of masochists who unconsciously provoke rejection by their clients. I know brilliant men who have lost every account they have ever handled.

Viewers have a way of remembering the celebrity while forgetting the product. I did not know this when I paid Eleanor Roosevelt $35,000 to make a commercial for margarine. She reported that her mail was equally divided. "One half was sad because I had damaged my reputation. The other half was happy because I had damaged my reputation." Not one of my proudest memories.

While you are responsible to your clients for sales results, you are responsible to consumers for the kind of advertising you bring into their homes.

It is important to admit your mistakes, and to do so before you are charged with them. Many clients are surrounded by buckpassers who make a fine art of blaming the agency for their own failures. I seize the earliest opportunity to assume the blame.