Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.

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.

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.

Within every brand is a product, but not every product is a brand.

If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.

The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.

Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.