It takes uncommon guts to stick to one style in the face of all the pressures to 'come up with something new' every six months. It is tragically easy to be stampeded into change. But golden rewards await the advertiser who has the brains to create a coherent image, and the stability to stick with it over a long period.

I never write fewer than sixteen headlines for a single advertisement.

Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.

It's the lack of ambition that cripples most people, and makes them so pedestrian in the advertising/creative business

If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time.

Encourage innovation. Change is our lifeblood, stagnation our death knell.

The line between pride in our work and neurotic obstinacy is a narrow one. We make our recommendations clear. But we do not grudge our clients the right to the final say. It is their money.