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.

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.

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

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.

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'.