To advertisers: "Do not compete with your agency in the creative area. Why keep a dog and bark yourself?"

It takes uncommon guts to stick to one style in the face of all the pressures to 'come up with something new' every six months. It is tragically easy to be stampeded into change. But golden rewards await the advertiser who has the brains to create a coherent image, and the stability to stick with it over a long period.

If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time.

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

The more informative your advertising, the more persuasive it will be.

Sound an alarm! Advertising, not deals, builds brands.

Few of the great creators have bland personalities. They are cantankerous egotists, the kind of men who are unwelcome in the modern corporation.