People Who Think Well, Write Well

Experience Has Taught Me That Advertisers Get The Best Results When They Pay Their Agency A Flat Fee. It Is Unrealistic To Expect Your Agency To Be Impartial When Its Vested Interest Lies Wholly In The Direction Of Increasing Your Commissionable Advertising.

David Ogilvy Made His Copywriters Come Up 100 Different Headlines For Every Ad They Wrote.

Viewers Have A Way Of Remembering The Celebrity While Forgetting The Product. I Did Not Know This When I Paid Eleanor Roosevelt $35,000 To Make A Commercial For Margarine. She Reported That Her Mail Was Equally Divided. "one Half Was Sad Because I Had Damaged My Reputation. The Other Half Was Happy Because I Had Damaged My Reputation." Not One Of My Proudest Memories.

The Best Idea Is The Simplest.

First, Make Yourself A Reputation For Being A Creative Genius. Second, Surround Yourself With Partners Who Are Better Than You Are. Third, Leave Them To Go Get On With It.