A good advertisement is one which sells the product without drawing attention to itself.

Be more ambitious. Don't bunt. When you get a job to do a story or an ad, try and hit the ball out of the park every time

Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.

When people aren't having any fun, they seldom produce good work. Kill the grimness with laughter. Encourage exuberance. Get rid of sad dogs that spread gloom.

Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.

It's not creative unless it sells.

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