It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.

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.

The consumer isn't a moron; she is your wife.

We exist to build the business of our clients. The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest. This earns their respect, which is the greatest asset we can have.

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.

Never write more than two pages on any subject.