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.

Compete with the immortals

When you advertise fire extinguishers, open with the fire.

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

Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.

Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

Don’t just create content to get credit for being clever — create content that will be helpful, insightful, or interesting for your target audience.