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

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.

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

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'.

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

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.