If You Ever Find A Man Who

Unless Your Campaign Has A Big Idea, It Will Pass Like A Ship In The Night.

Do Not Address Your Readers As Though They Were Gathered Together In A Stadium. When People Read Your Copy, They Are Alone. Pretend You Are Writing To Each Of Them A Letter On Behalf Of Your Client.

Our Business Is Infested With Idiots Who Try To Impress By Using Pretentious Jargon.

If You Ever Have The Good Fortune To Create A Great Advertising Campaign, You Will Soon See Another Agency Steal It. This Is Irritating, But Don't Let It Worry You; Nobody Has Ever Built A Brand By Imitating Somebody Else's Advertising.

What You Learn Is More Important Than What You Earn.