I'd like to be remembered, as a copywriter who had some big ideas. That's what the advertising business is all about. Big ideas

Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.

I prefer the discipline of knowledge to the anarchy of ignorance.

If you, my fellow copywriters or art directors, want to win the award, devote your genius to making the cash register ring.

I admire people with gentle manners who treat other people as human beings.

The best idea is the simplest.

We like people who are honest. Honest in argument, honest with clients, honest with suppliers, honest with the company - and above all, honest with consumers.