Training should not be confined to trainees. It should be a continuous process, and should include the entire professional staff of the agency. The more our people learn, the more useful they can be to our clients.

Be more ambitious. Don't bunt. When you get a job to do a story or an ad, try and hit the ball out of the park every time

Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.

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

It's not creative unless it sells.

The creative process requires more than reason. Most original thinking isn't even verbal. It requires 'a groping experimentation with ideas, governed by intuitive hunches and inspired by the unconscious.' The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.

I never write fewer than sixteen headlines for a single advertisement.