It pays to give most products an image of quality – a First Class ticket. This is particularly true of products whose brand-name is visible to your f… - David Ogilvy

Promise, large promise is the soul of an advertisement,’ said Samuel Johnson.

The most effective leader is the one who satisfies the psychological needs of his followers. For example, it is one thing to be a good leader of Americans, who are raised in a tradition of democracy and have a high need for independence. But the American brand of democratic leadership doesn’t work so well in Europe, where executives have a psychological need for more autocratic leadership. That is one of many reasons why it is wise for American agencies to appoint locals to lead their foreign subsidiaries.

When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.