The Best Idea Is The

I Always Said That Mega-mergers Were For Megalomaniacs.

Nobody Ever Arrives At A Very Big Idea Through A Conscious, Rational Thought Process. It Comes From Your Unconscious.

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.

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.

Never Write An Advertisement Which You Wouldn't Want Your Own Family To Read. You Wouldn't Tell Lies To Your Own Wife. Don't Tell Them To Mine. Do As You Would Be Done By.