There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don't destroy them. They lay golden eggs.

Positioning should be decided before the advertising is created

Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.

Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.

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.

Don’t just create content to get credit for being clever — create content that will be helpful, insightful, or interesting for your target audience.

Agencies which frequently work nights and weekends are more stimulating, more successful - and more profitable.