First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it.

The best idea is the simplest.

I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.

Develop your eccentricities while you are young. That way, when you get old, people won't think you're going gaga.

The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.

If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time.

Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.