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

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.

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

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

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.

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.

A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'.