If it doesn’t sell, it isn’t creative. - 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.

It has been found that the less an advertisement looks like an advertisement, and the more it looks like an editorial, the more readers stop, look, and read. Therefore, study the graphics used by editors and imitate them. Study the graphics used in advertisements and avoid them.

If each of us hires people who are smaller than we are, we shall become a company of dwarfs, but if each of us hires people who are bigger than we are, Ogilvy & Mather will become a company of giants.