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.

Don't count the people that you reach, reach the people who count

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

Positioning should be decided before the advertising is created

I did not feel 'evil' when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living on the edge of starvation for 400 years.

I'd like to be remembered, as a copywriter who had some big ideas. That's what the advertising business is all about. Big ideas

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.