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

Too many ads that try not to go over the reader's head end up beneath his notice.

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.

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.

The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders.

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.