Set exorbitant standards, and give your people hell when they don't live up to them. There is nothing so demoralizing as a boss who tolerates second rate work.
Play to win, but enjoy the fun.
Tell the truth, but make the truth fascinating.
The temptation to entertain instead of selling is contagious.
Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.