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

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

Making the logo twice the size is often a good thing to do, because most advertisements are deficient in brand identification. Showing the clients' faces is also a better stratagem than it may sound, because the public is more interested in personalities than in corporations. Some clients can be projected as human symbols of their own products.

On the average, five times as many people read the headlines as read the body copy.

It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially - like inviting a man to dinner then spitting in his eye.

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

Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.