Simplicity is all. Simple logic, simple arguments, simple visual images. If you can't reduce your argument to a few crisp words and phrases, there's something wrong with your argument. There's nothing long-winded about 'Liberté, égalité, fraternité'.

America was born out of a desire for self-determination, a longing for the human dignity that only independence can bring.

I write in the most distressingly slow way in terms of punctuation and grammar.

In fact, I argue that the future of advertising, whatever the technology, will be to associate each brand with one word. This is one word equity. It's the modern equivalent of having the best site on the high street, except the location is in the mind.

Sibling relationships are complicated. All family relationships are. Look at Hamlet.

I don’t have to win. I just have to make you lose.

Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.