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

Give people a taste of Old Crow, and tell them it's Old Crow. Then give them another taste of Old Crow, but tell them it's Jack Daniel's. Ask them which they prefer. They'll think the two drinks are quite different. They are tasting images

Agencies which frequently work nights and weekends are more stimulating, more successful - and more profitable.

Ninety-nine percent of advertising doesn't sell much of anything.

We like people who are honest. Honest in argument, honest with clients, honest with suppliers, honest with the company - and above all, honest with consumers.

Nowadays it is the fashion to pretend that no single individual is ever responsible for a successful advertising campaign. This emphasis on "teamwork" is bunkum - a conspiracy of the mediocre majority.

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.