A principle isn't a principle until it costs you something.
An idea can turn to dust or magic, depending on the talent that rubs against it.
Properly practiced creativity can make one ad do the work of ten.
Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action. If you know these things abut a person, you can touch him at the core of his being.
Adapt your techniques to an idea, not an idea to your techniques.
There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.