Nobody has a magic lamp which can tell you in advance whether what you say will be effective in persuading an audience.

Advertising holding companies used to boast about their share of the advertising market. Now they are proud of how much of their business is not in advertising.

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.

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

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

It's my view that human dignity - an attribute which for years has been taken by the Left in British politics - resides in fact in Tory values of independence, individuality and self determination.

The Tories win elections when they lead on economic competence.