Don't Tell People How Good You Make

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.

Steep Yourself In Your Subject, Work Like Hell, And Love, Honor And Obey Your Hunches.

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.

Make It Simple. Make It Memorable. Make It Inviting To Look At. Make It Fun To Read.

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.