Every Ad Is An Investment In The

It Follows That Unless Your Headline Sells Your Product, You Have Wasted 90 Percent Of Your Money.

Claude Hopkins.. Maintained That Nobody With A College Education Could Write An Advertisement Addressed To The Mass Millions. That's Absolute Poppycock.

Nobody Ever Arrives At A Very Big Idea Through A Conscious, Rational Thought Process. It Comes From Your Unconscious.

Hire People Who Are Better Than You Are, Then Leave Them To Get On With It. Look For People Who Will Aim For The Remarkable, Who Will Not Settle For The Routine.

Managing An Advertising Agency Isn't All Beer And Skittles. After Fourteen Years Of It, I Have Come To The Conclusion That The Top Man Has One Principle Responsibility: To Provide An Atmosphere In Which Creative Mavericks Can Do Useful Work.