Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

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

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

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

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.

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