If It Doesn't Sell, It Isn't Creative.

Develop Your Eccentricities Early, And No One Will Think You're Going Senile Later In Life

Never Use Jargon Words Like 'reconceptualize', 'demassification', 'attitudinally', 'judgmentally'. They Are Hallmarks Of A Pretentious Ass.

Most Readers Look At The Photograph First. If You Put It In The Middle Of The Page, The Reader Will Start By Looking In The Middle. Then Her Eye Must Go Up To Read The Headline; This Doesn't Work, Because People Have A Habit Of Scanning Downwards. However, Suppose A Few Readers Do Read The Headline After Seeing The Photograph Below It. After That, You Require Them To Jump Down Past The Photograph Which They Have Already Seen. Not Bloody Likely.

The Line Between Pride In Our Work And Neurotic Obstinacy Is A Narrow One. We Make Our Recommendations Clear. But We Do Not Grudge Our Clients The Right To The Final Say. It Is Their Money.

The More Story-appeal There Is In The Picture Or In The Photograph, The More People Would Look At Your Ad