Rarely have I seen any really great advertising created without a certain amount of confusion, throw-aways, bent noses, irritation and downright cursedness.
The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.
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 does not just circulate information. It penetrates the public mind with desires and belief.
Plan the sale when you plan the ad.
Advertising is the ability to sense, interpret.. To put the very heart throbs of a business into type, paper and ink.
I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.
The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.