In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.

Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.

We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.

You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.

The success of a meeting often depends on having the right documents - proofs, artwork, schedules, research charts, etc. - present at the start of the meeting. All too often we arrive like plumbers, leaving our tools behind.

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

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