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.

Readers travel so fast they don't stop to decipher the meaning of obscure headlines.

Big ideas are usually simple ideas.

I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.

Develop your eccentricities while you are young. That way, when you get old, people won't think you're going gaga.

Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.

Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.