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

The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

Managing an advertising agency isn't all beer and skittles. After fourteen years of it, I have come to the conclusion that the top man has one principle responsibility: to provide an atmosphere in which creative mavericks can do useful work.

Positioning should be decided before the advertising is created

The worst fault a salesman can commit is to be a bore...... Pretend to be vastly interested in any subject the prospects shows an interest in.

The best idea is the simplest.

It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially - like inviting a man to dinner then spitting in his eye.