I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive. People love to read stories. They like to know you as a real person who has your struggle, pain, success and failure, etc. One well-known example is Jared Fogle's weight loss story which made millions of dollars for Subway. Start to collect your stories from today and use them in your ad campaigns.

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

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.

It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.

Many people - and I think I am one of them - are more productive when they've had a little to drink. I find if I drink two or three brandies, I'm far better able to write.

If you, my fellow copywriters or art directors, want to win the award, devote your genius to making the cash register ring.

I always use my clients' products. This is not toady-ism, but elementary good manners.