A Well-run Restaurant Is Like A Winning

Advertising People Who Ignore Research Are As Dangerous As Generals Who Ignore Decodes Of Enemy Signals.

The Line Between Pride In Our Work And Neurotic Obstinacy Is A Narrow One. We Make Our Recommendations Clear. But We Do Not Grudge Our Clients The Right To The Final Say. It Is Their Money.

Tell The Truth, But Make The Truth Fascinating.

I Always Use My Clients' Products. This Is Not Toady-ism, But Elementary Good Manners.

Never Write An Advertisement Which You Wouldn't Want Your Own Family To Read. You Wouldn't Tell Lies To Your Own Wife. Don't Tell Them To Mine. Do As You Would Be Done By.