Everyone wants to be immortal. Few are. Margaret Thatcher is. Why? Because her values are timeless, eternal. Tap anyone on the shoulder anywhere in the world, and ask what Mrs Thatcher believed in, and they will tell you. They can give a clear answer to what she 'stood for.'

Politics is its own world. It is a court and if the king’s eye lights on you, you are a powerful figure. If the king’s eye wanders elsewhere, you are out, whatever your title.

Poetry can’t cure cancer, but it can save your life until you die.

It’s my view that human dignity – an attribute which for years has been taken by the Left in British politics – resides in fact in Tory values of independence, individuality and self determination.

When a company owns one precise thought in the consumer’s mind, it sets the context for everything and there should be no distinction between brand, product, service and experience.

Everyone wants to be immortal. Few are. Margaret Thatcher is. Why? Because her values are timeless, eternal. Tap anyone on the shoulder anywhere in the world, and ask what Mrs Thatcher believed in, and they will tell you. They can give a clear answer to what she ’stood for.

I’m instinctively a Conservative.

In fact, I argue that the future of advertising, whatever the technology, will be to associate each brand with one word. This is one word equity. It’s the modern equivalent of having the best site on the high street, except the location is in the mind.

Simplicity is all. Simple logic, simple arguments, simple visual images. If you can't reduce your argument to a few crisp words and phrases, there's something wrong with your argument. There's nothing long-winded about 'Liberté, égalité, fraternité'.

If you can’t reduce your argument to a few crisp words and phrases, there’s something wrong with your argument.