I Never Write Fewer Than Sixteen Headlines

If You Have All The Research, All The Ground Rules, All The Directives, All The Data - It Doesn't Mean The Ad Is Written. Then You've Got To Close The Door And Write Something - That Is The Moment Of Truth Which We All Try To Postpone As Long As Possible.

First, Make Yourself A Reputation For Being A Creative Genius. Second, Surround Yourself With Partners Who Are Better Than You Are. Third, Leave Them To Go Get On With It.

Set Exorbitant Standards, And Give Your People Hell When They Don't Live Up To Them. There Is Nothing So Demoralizing As A Boss Who Tolerates Second Rate Work.

I Always Said That Mega-mergers Were For Megalomaniacs.

A Lot Of Today's Campaigns Are Based On Optimum Positioning But Are Totally Ineffective - Because They Are Dull, Or Badly Constructed, Or Ineptly Written. If Nobody Reads Your Advertisement Or Looks At Your Commercial, It Doesn't Do You Much Good To Have The Right Positioning.