Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

Our business is infested with idiots who try to impress by using pretentious jargon.

Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.

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.

Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.

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

I have an inviolable rule against employing nepots and spouses, because they breed politics. Whenever two people get married, one of them must depart - preferably the female, to look after the baby.