It's Not Creative Unless It Sells.

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.

Many People - And I Think I Am One Of Them - Are More Productive When They've Had A Little To Drink. I Find If I Drink Two Or Three Brandies, I'm Far Better Able To Write.

Don't Bunt. Aim Out Of The Ball Park. Aim For The Company Of Immortals.

If It Is Something Important, Get A Colleague To Improve It.

Compete With The Immortals