The Line Between Pride In Our Work

If You, My Fellow Copywriters Or Art Directors, Want To Win The Award, Devote Your Genius To Making The Cash Register Ring.

You Aren’t Advertising To A Standing Army; You Are Advertising To A Moving Parade.

Viewers Have A Way Of Remembering The Celebrity While Forgetting The Product. I Did Not Know This When I Paid Eleanor Roosevelt $35,000 To Make A Commercial For Margarine. She Reported That Her Mail Was Equally Divided. "one Half Was Sad Because I Had Damaged My Reputation. The Other Half Was Happy Because I Had Damaged My Reputation." Not One Of My Proudest Memories.

We Admire People Who Work Hard, Who Are Objective And Thorough. We Detest Office Politicians, Toadies, Bullies, And Pompous Asses. We Abhor Ruthlessness. The Way Up Our Ladder Is Open To Everybody. In Promoting People To Top Jobs, We Are Influenced As Much By Their Character As Anything Else.

What Is A Good Advertisement? An Advertisement Which Pleases You Because Of Its Style, Or An Advertisement Which Sells The Most? They Are Seldom The Same.