Do not compete with your agency in the creative area. Why keep a dog and bark yourself? - David Ogilvy

Madison Avenue is full of masochists who unconsciously provoke rejection by their clients. I know brilliant men who have lost every account they have handled.

Today, almost all our layouts look “addy.” Too bad. How do you sell editorial layouts to clients? Try saying, “Would you like the editors of a half a dozen magazines to devote a whole page to your product?” The client will reply, “Yes, of course. But it is impossible.” You say, “It is possible. You buy the space and here is your editorial. Better than any advertisement, isn't it?”

The most important decision is how to position your product.