Encourage innovation. Change is our lifeblood, stagnation our death knell.

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.

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.

Advertising is the place where the selfish interests of the manufacturer coincide with the interests of society.

Supposing you've got an acute appendicitis. You've got to be operated on tonight. Would you like to have a surgeon who's read some books of anatomy and knows how to do that operation - or would you prefer to have a surgeon who refused to read all books about anatomy and relied on his own instinct?

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

The secret of long life is double careers. One to about age sixty, then another for the next thirty years.