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

Candor compels me to admit that I have no conclusive research to support my view that jingles are less persuasive than the spoken word. You'd run like hell if a salesman came to your door and began singing at you. Why do it in advertising?

If you can’t be brilliant, at least be memorable

If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.

The line between pride in our work and neurotic obstinacy is a narrow one. We make our recommendations clear. But we do not grudge our clients the right to the final say. It is their money.

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

Write the way you talk. Naturally.