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.

First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it.

It has taken more than a hundred scientists two years to find out how to make the product in question; I have been given thirty days to create its personality and plan its launching. If I do my job well, I shall contribute as much as the hundred scientists to the success of this product.

One half was sad because I had damaged my reputation. The other half was happy because I had damaged my reputation.

To advertisers: "Do not compete with your agency in the creative area. Why keep a dog and bark yourself?"

The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.

The more story-appeal there is in the picture or in the photograph, the more people would look at your ad