If It Doesn't Sell, It Isn't Creative.

It Is Important To Admit Your Mistakes, And To Do So Before You Are Charged With Them. Many Clients Are Surrounded By Buckpassers Who Make A Fine Art Of Blaming The Agency For Their Own Failures. I Seize The Earliest Opportunity To Assume The Blame.

In The Modern World Of Business, It Is Useless To Be A Creative, Original Thinker Unless You Can Also Sell What You Create.

The Headline Is The Most Important Element In Most Advertisements. It Is The Telegram Which Decides The Reader Whether To Read The Copy.

The Advertisers Who Believe In The Selling Power Of Jingles Have Never Had To Sell Anything.

Big Ideas Come From The Unconscious. This Is True In Art, In Science, And In Advertising. But Your Unconscious Has To Be Well Informed, Or Your Idea Will Be Irrelevant. Stuff Your Conscious Mind With Information, Then Unhook Your Rational Thought Process. You Can Help This Process By Going For A Long Walk, Or Taking A Hot Bath, Or Drinking Half A Pint Of Claret. Suddenly, If The Telephone Line From Your Unconscious Is Open, A Big Idea Wells Up Within You.