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.

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

The most dangerous thing that can happen to us, I think, is to permit a feeling to develop that any client is a problem. I have always taken the attitude that no account is a 'problem account' but that all accounts have important problems attached to them - that you can waste more time and burn up more nervous energy by fighting a problem than by taking a positive attitude and solving it. It sure gives you a nice, warm glow when you do.

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

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

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

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