Never Write More Than Two Pages On

While You Are Responsible To Your Clients For Sales Results, You Are Responsible To Consumers For The Kind Of Advertising You Bring Into Their Homes.

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.

You Now Have To Decide What 'image' You Want For Your Brand. Image Means Personality. Products, Like People, Have Personalities, And They Can Make Or Break Them In The Market Place.

A Well-run Restaurant Is Like A Winning Baseball Team. It Makes The Most Of Every Crew Member's Talent And Takes Advantage Of Every Split-second Opportunity To Speed Up Service.

Nobody Has Ever Built A Brand By Imitating Somebody Else's Advertising.