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

There is no rivalry between Google and traditional advertising.

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.

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 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'.

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

America was born out of a desire for self-determination, a longing for the human dignity that only independence can bring.