I Regard A Great Ad As The

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.

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 Sole Purpose Of Business Is Service. The Sole Purpose Of Advertising Is Explaining The Service Which Business Renders.

I Have Learned That It Is Far Easier To Write A Speech About Good Advertising Than It Is To Write A Good Ad.