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

The line between pride in our work and neurotic obstinacy is a narrow one. We make our recommendations clear. But we do not grudge our clients the right to the final say. It is their money.

Study the methods of your competitors and do the exact opposite.

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

The advertisers who believe in the selling power of jingles have never had to sell anything.

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.

Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.