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 consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.

Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.

You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.

Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.

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

The only marketers who know what the hell they're doing are those who have worked in sales