Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.

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

I once used the word OBSOLETE in a headline, only to discover that 43 per cent of housewives had no idea what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself.

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

The best idea is the simplest.

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

Study the methods of your competitors and do the exact opposite.