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

If you want ACTION, don’t write. Go and tell the guy what you want.

If it is something important, get a colleague to improve it.

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.

Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.

Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.

Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.