I steer clear of products whose sales have been falling over a long period, because this almost always means that there is an intrinsic weakness in the product, or that the management of the company is incompetent.

I admire people who work with gusto. If you don't enjoy what you are doing, I beg you to find another job. Remember the Scottish proverb, "Be happy while you're living, for you're a long time dead."

Today I see red when anybody at Ogilvy, Benson & Mather tells a client that we cannot produce an advertisement or a television commercial on the day we have promised it. In the best establishments, promises are always kept, whatever it may cost in agony and overtime.

The key to success is to promise the consumer a benefit – like better flavor, whiter wash, more miles per gallon, a better complexion.

The temptation to entertain instead of selling is contagious.

We like reports and correspondence to be well written, easy to read - and short. We are revolted b pseudo-academic jargon, like "attitudinal," "paradigms," "demassification," "reconceptualize," "suboptimal," "symbiotic linkage," "splinterisation," "dimensionalisation."