Play To Win, But Enjoy The Fun.

Creativity Needs Discipline And Freedom.

Never Write An Advertisement Which You Wouldn't Want Your Family To Read. You Wouldn't Tell Lies To Your Own Wife. Don't Tell Them To Mine.

Leaders Grasp Nettles.

We Like People Who Are Honest. Honest In Argument, Honest With Clients, Honest With Suppliers, Honest With The Company - And Above All, Honest With Consumers.

Making The Logo Twice The Size Is Often A Good Thing To Do, Because Most Advertisements Are Deficient In Brand Identification. Showing The Clients' Faces Is Also A Better Stratagem Than It May Sound, Because The Public Is More Interested In Personalities Than In Corporations. Some Clients Can Be Projected As Human Symbols Of Their Own Products.