I regard a great ad as the most beautiful thing in the world.

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.

The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.

Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.

If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.

Good advertising should give the reader essential facts about the product or company advertised and should do so engagingly without trickery or hogwash.

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.