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

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.

On the average, five times as many people read the headlines as read the body copy.

Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.

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

If you have all the research, all the ground rules, all the directives, all the data - it doesn't mean the ad is written. Then you've got to close the door and write something - that is the moment of truth which we all try to postpone as long as possible.

Many of the greatest creations of man have been inspired by the desire to make money...If Oxford undergraduates were paid for their work, I would have performed miracles of scholarship and become Regius Professor of Modern History.