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I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.
I have learned that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising.
I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.
I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.
Fun without sell gets nowhere but sell without fun tends to become obnoxious.
Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.
Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising.
Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'
Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'.
A good ad which is not run never produces sales.
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
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