The Best Idea Is The Simplest.

Repeat Your Winners. If You Are Lucky Enough To Write A Good Advertisement, Repeat It Until It Stops Selling. Scores Of Good Advertisements Have Been Discarded Before They Lost Their Potency.

If You, My Fellow Copywriters Or Art Directors, Want To Win The Award, Devote Your Genius To Making The Cash Register Ring.

It Is Flagrantly Dishonest For An Advertising Agent To Urge Consumers To Buy A Product Which He Would Not Allow His Own Wife To Buy.

Develop Your Eccentricities While You Are Young. That Way, When You Get Old, People Won't Think You're Going Gaga.

We Exist To Build The Business Of Our Clients. The Recommendations We Make To Them Should Be The Recommendations We Would Make If We Owned Their Companies, Without Regard To Our Own Short-term Interest. This Earns Their Respect, Which Is The Greatest Asset We Can Have.