We like people who are honest. Honest in argument, honest with clients, honest with suppliers, honest with the company - and above all, honest with consumers.

What you say in advertising is more important than how you say it.

As a private person, I have a passion for landscape, and I have never seen one improved by a billboard. Where every prospect pleases, man is at his vilest when he erects a billboard. When I retire from Madison Avenue, I am going to start a secret society of masked vigilantes who will travel around the world on silent motor bicycles, chopping down posters at the dark of the moon. How many juries will convict us when we are caught in these acts of beneficent citizenship?

I always use my clients' products. This is not toady-ism, but elementary good manners.

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.

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

If you want ACTION, don’t write. Go and tell the guy what you want.