When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either.

I have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of what some writers think.

I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

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.

Curiosity about life in all of its aspects, I think, is still the secret of great creative people.

Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'