Positioning should be decided before the advertising is created

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.

A good advertisement is one which sells the product without drawing attention to itself.

Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.

Tell the truth, but make the truth fascinating.

There is one catagory of advertising which is totally uncontrolled and flagrantly dishonest: the television commercials for candidates in Presidential elections.

Don’t just create content to get credit for being clever — create content that will be helpful, insightful, or interesting for your target audience.