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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.
Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.
First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it.
Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
Don't bunt. Aim out of the ball park. Aim for the company of immortals.
Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose... the vast majority of editors are incorruptible.
Develop your eccentricities while you are young. That way, when you get old, people won't think you're going gaga.
Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.
Advertising reflects the mores of society, but it does not influence them.
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
Advertising is only evil when it advertises evil things.
A good advertisement is one which sells the product without drawing attention to itself.
In the modern world of business, it is useless to be a creative original thinker unless you can also sell what you create. Management cannot be expected to recognize a good idea unless it is presented to them by a good salesman.
Ride Or Die
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