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.

What you say in advertising is more important than how you say it.

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.

The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response; they have never tasted blood

I always use my clients' products. This is not toady-ism, but elementary good manners.

I once found myself conspiring with a British Cabinet Minister as to how we might persuade Her Majesty's Treasury to cough up more money for the British Travel advertising in America. Said he, "Why does any American in his senses spend his vacation in the cold damp of an English summer when he could equally well bask under Italian skies? I can only suppose that your advertising is the answer." Damn right.