The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their character. Instead of resisting innovation, they symbolize it.

Making the logo twice the size is often a good thing to do, because most advertisements are deficient in brand identification. Showing the clients' faces is also a better stratagem than it may sound, because the public is more interested in personalities than in corporations. Some clients can be projected as human symbols of their own products.

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.

I had a friend who was the King's surgeon in England. One day I asked him what makes a great surgeon. He replied, "What distinguishes a great surgeon is his knowledge. He knows more than other surgeons. During an operation he finds something which he wasn't expecting, recognizes it and knows what to do about it." It's the same thing with advertising people. The good ones know more. How do you get to know more? By reading books about advertising. By picking the brains of people who know more than you do. From the Magic Lanterns. And from experience.

Don’t just create content to get credit for being clever — create content that will be helpful, insightful, or interesting for your target audience.

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.

You cannot bore people into buying your product - you can only interest them in buying it.