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.
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 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.
Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'
What helps people, helps business.
We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
When you reach for the stars, you may not quite get them, but you won't.
To swear off making mistakes is very easy. All you have to do is to swear off having ideas.
The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.