Nowadays it is the fashion to pretend that no single individual is ever responsible for a successful advertising campaign. This emphasis on "teamwork" is bunkum - a conspiracy of the mediocre majority.

When you advertise fire extinguishers, open with the fire.

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

Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.

If you can’t advertise yourself, what hope do you have of advertising anything else?

Never write more than two pages on any subject.

The best ideas come as jokes. Make your thinking as funny as possible.