The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.

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.

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.

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.

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.

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