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

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.

My mother was very protective of her four boys.

Simplicity is the outcome of technical subtlety; it is the goal, not the starting point.

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'.

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.

Politics is its own world. It is a court and if the king's eye lights on you, you are a powerful figure. If the king's eye wanders elsewhere, you are out, whatever your title.