Pay peanuts, says Jimmy Goldsmith, and you get monkeys. I - David Ogilvy

Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.

The best way to settle such arguments is to measure the selling effectiveness of your campaign at regular intervals, and to go on running it until the research shows that it has worn out.

Hard work, says the Scottish proverb, never killed a man.