Advertising gets such a bashing from the world. At parties you are always asked, 'Aren't you just selling people things they don't want?'

The world is what you think of it. So think of it differently, and your life will change.

Without having a goal, it's difficult to score.

Everybody wants to be good, but not many are prepared to make the sacrifices it takes to be great. To many people, being nice in order to be liked is more important. There's equal merit in that, but you must not confuse being good with being liked.

It’s never the next brief, it’s ALWAYS THIS brief .

If, instead of seeking approval, you ask, ‘What’s wrong with it? How can I make it better?’, you are more likely to get a truthful, critical answer.

Steal from anywhere that resonates with inspiration or fuels your imagination. Devour films, music, books, paintings, poems, photographs, conversations, dreams, trees, architecture, street signs, clouds, light and shadows. Select only things to steal from that speak directly to your soul. If you do this, your work will be authentic.

I watch TV more than I used to, and the commercials don’t impress me. The standard of execution is very high, but the standard of ideas is appalling.

All creative people need something to rebel against, it’s what gives their lives excitement, and it’s creative people who make the clients’ lives exciting.

There are rules in advertising, and those rules are self-imposed by the client companies because they don’t want their products to be seen as dishonest.