If you always hire people who are bigger than you are, we shall become a company of giants

What you learn is more important than what you earn.

Making the logo twice the size is often a good thing to do, because most advertisements are deficient in brand identification. Showing the clients' faces is also a better stratagem than it may sound, because the public is more interested in personalities than in corporations. Some clients can be projected as human symbols of their own products.

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

I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.

Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.

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