The Times' new credibility committee report that was issued on Monday very specifically said they will be putting in a policy that reporters must get permission from their department heads to appear on television, which I think is a really good thing.
I think on civilian casualties they could do more. It's actually something I've discussed with the editors involved. They're aware of it, and I'm hopeful that there will be more reporting on that.
I equate fame towards people who know your work, people who will see your work. But all that stuff, like with the Genies and stuff like that, it was so much fun. It's so much fun and it's nice when it comes, but that's not what it's all about.
Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.
If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.
The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.
