Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.

If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you

Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?

I always said that mega-mergers were for megalomaniacs.

Never use jargon words like 'reconceptualize', 'demassification', 'attitudinally', 'judgmentally'. They are hallmarks of a pretentious ass.

It takes uncommon guts to stick to one style in the face of all the pressures to 'come up with something new' every six months. It is tragically easy to be stampeded into change. But golden rewards await the advertiser who has the brains to create a coherent image, and the stability to stick with it over a long period.

I have noticed that agencies which are full of fun and ferment seem to create the best advertising. If you are not happy in advertising, for goodness sake find a job in which you would be happy. For as far as I know, we pass this way only once