David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.

There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.

While you are responsible to your clients for sales results, you are responsible to consumers for the kind of advertising you bring into their homes.

Nobody ever arrives at a very big idea through a conscious, rational thought process. It comes from your unconscious.

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

I always said that mega-mergers were for megalomaniacs.

Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.