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

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 trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising.

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

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

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.

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