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.

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.

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.

Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'

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

Curiosity about life in all of its aspects, I think, is still the secret of great creative people.