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

I always said that mega-mergers were for megalomaniacs.

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.

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

People don't buy a new detergent because the manufacturer told a joke on television last night.

I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.

We like people who are honest. Honest in argument, honest with clients, honest with suppliers, honest with the company - and above all, honest with consumers.