Our Offices Must Always Be Headed By

I Avoid Clients For Whom Advertising Is Only A Marginal Factor In Their Marketing Mix. They Have An Awkward Tendency To Raid Their Advertising Appropriations Whenever They Need Cash For Other Purposes.

Great Hospitals Do Two Things. They Look After Patients, And They Teach Young Doctors. We Look After Clients, And We Teach Young Advertising People.

It Is The Inescapable Duty Of Management To Fire Incompetent People.

Leaders Grasp Nettles.

Do Not Address Your Readers As Though They Were Gathered Together In A Stadium. When People Read Your Copy, They Are Alone. Pretend You Are Writing To Each Of Them A Letter On Behalf Of Your Client.