The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

Readers travel so fast they don't stop to decipher the meaning of obscure headlines.

People don't buy a new detergent because the manufacturer told a joke on television last night.

The more story-appeal there is in the picture or in the photograph, the more people would look at your ad

Leaders grasp nettles.

Managing an advertising agency isn't all beer and skittles. After fourteen years of it, I have come to the conclusion that the top man has one principle responsibility: to provide an atmosphere in which creative mavericks can do useful work.

Senior men have no monopoly on great ideas. Nor do creative people. Some of the best ideas come from account executives, researchers and others. Encourage this, you need all the ideas you can get.