I once used the word OBSOLETE in a headline, only to discover that 43 per cent of housewives had no idea what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself.

Readers travel so fast they don't stop to decipher the meaning of obscure headlines.

Creativity Is a fancy word for the work we have to do by Friday.

Tell the truth, but make the truth fascinating.

I figure that my staff will be less reluctant to work overtime if I work longer hours than they do.

Senior men have no monopoly on great ideas. Nor do creative people. Some of the best ideas come from account executives, researchers and others. Encourage this, you need all the ideas you can get.

It is important to admit your mistakes, and to do so before you are charged with them. Many clients are surrounded by buckpassers who make a fine art of blaming the agency for their own failures. I seize the earliest opportunity to assume the blame.