I always said that mega-mergers were for megalomaniacs.

A consumer is not a moron. She's your wife. Don't insult her intelligence, and don't shock her.

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you.

We exist to build the business of our clients. The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest. This earns their respect, which is the greatest asset we can have.

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

Try and inject into every commercial you make a touch of singularity; a bird that will hook on to the consumers mind