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'.

Human nature is not amenable to prediction based on the trends or tendencies prevailing at the time. It is amenable to startling creativity of the kind practiced by great artists, directors, writers, musicians, actors, who know how to touch a chord in humans everywhere.

Everyone wants to be immortal. Few are. Margaret Thatcher is. Why? Because her values are timeless, eternal. Tap anyone on the shoulder anywhere in the world, and ask what Mrs Thatcher believed in, and they will tell you. They can give a clear answer to what she 'stood for.

All media owners want to attract advertising revenue. Google is no different.

When a company owns one precise thought in the consumer's mind, it sets the context for everything and there should be no distinction between brand, product, service and experience.

Advertising at its worst will be killed by the Internet. And rightly so.

The essence of parenthood is to make children think that they are the most handsome, intelligent, brilliant person in the world.