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.

Sound an alarm! Advertising, not deals, builds brands.

I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me.

You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.

The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their character. Instead of resisting innovation, they symbolize it.

The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.

It is important to admit your mistakes, and to do so before you are charged with them. Many clients are surrounded by buckpassers who make a fine art of blaming the agency for their own failures. I seize the earliest opportunity to assume the blame.