When you reach for the stars, you may not quite get one, but you won't come up with a handful of mud, either.
The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
Whether or not the standard of living made possible by mass production and in turn by mass circulation, is supported by and filled with the work of us hucksters, I guess is something that only history can decide.
Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
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.
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'.
Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.
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.
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.
To swear off making mistakes is very easy. All you have to do is swear off having ideas.
I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.
I regard a great ad as the most beautiful thing in the world.
Fun without sell gets nowhere but sell without fun tends to become obnoxious.
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.
When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.
The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.
The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
