Most headlines are set too big to be legible in the magazines or newspapers. Never approve a layout until you have seen it pasted into the magazine o… - 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. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you.

While you are responsible to your clients for sales results, you are also responsible to consumers for the kind of advertising you bring into their homes. I abhor advertising that is blatant, dull, or dishonest. Agencies which transgress this principle are not widely respected.

The best ideas come as jokes. Make your thinking as funny as possible.