I was doing a campaign once for a manufacturer, and I couldn't think of an ideas, and I was kind of desperate about it. The night before I had to show something to my client I had a dream, an interesting dream. I woke up and for once in my life I wrote it down and went back to sleep Next morning I went to the office and had that dream out into a TV commercial which is still running thirty years after and which has made that particular product the leader in its field.

If you can’t be brilliant, at least be memorable

My motto has always been: Only first class business and that in a first class way

Our business is infested with idiots who try to impress by using pretentious jargon.

Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.

Within every brand is a product, but not every product is a brand.

If it is something important, get a colleague to improve it.