The incessant witless repetition of advertisers' moron-fodder has become so much a part of life that, if we are not careful, we forget to be insulted by it.

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

advertising is the price you pay for having unremarkable product or service

The best ads are about the customer and how the product will change his life.

Rescuing people from the results of their own foolishness is really what customers service is all about. Customers rarely obey the rules. They expect you to rescue them whenever they do something stupid. Will you be a “rescuer,” known far and wide for customer service, or will you steadfastly insist that your customers follow the proper procedures?

It's a perfectly natural deal for these two companies. WPP wants to be the biggest marketing and advertising agency in the world, so from their perspective, it's a natural deal by a lot.