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.

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.

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

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

True Americanism is practical idealism. Its aims, instead of being materialistic and mechanical, are idealistic to the point of being Utopian. In this way, the U.S. can provide and express ideals that strike a chord in humans everywhere - a declaration of independence on behalf of all the peoples of the world.

The Tories win elections when they lead on economic competence.

Politics is not a world for the squeamish or fainthearted.