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

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

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

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.

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.

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.