Don't bunt. Aim out of the ball park. Aim for the company of immortals.

Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.

Write the way you talk. Naturally.

It is important to admit your mistakes, and to do so before you are charged with them. Many clients are surrounded by buckpassers who make a fine art of blaming the agency for their own failures. I seize the earliest opportunity to assume the blame.

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.

Our business is infested with idiots who try to impress by using pretentious jargon.

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