Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.

Lazy and superficial men and women do not produce superior work.

Try and inject into every commercial you make a touch of singularity; a bird that will hook on to the consumers mind

I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.

If it is something important, get a colleague to improve it.

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

My motto has always been: Only first class business and that in a first class way