If You Have A Truly Big Idea,

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

It Takes Uncommon Guts To Stick To One Style In The Face Of All The Pressures To 'come Up With Something New' Every Six Months. It Is Tragically Easy To Be Stampeded Into Change. But Golden Rewards Await The Advertiser Who Has The Brains To Create A Coherent Image, And The Stability To Stick With It Over A Long Period.

Why Do Eight Out Of Ten New Consumer Products Fail? Sometimes Because They Are Too New. The First Cold Cereals Were Rejected By Consumers. More Often New Products Fail Because They Are Not New Enough.

If You Want To Be Interesting, Be Interested.

There Is No Need For Advertisements To Look Like Advertisements. If You Make Them Look Like Editorial Pages, You Will Attract About 50 Per Cent More Readers.