Leaders grasp nettles.

There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.

First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it.

A consumer is not a moron. She's your wife. Don't insult her intelligence, and don't shock her.

You will never win fame and fortune unless you invent big 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.

The advertisers who believe in the selling power of jingles have never had to sell anything.