I Always Use My Clients'

Shakespeare Wrote His Sonnets Within A Strict Discipline, Fourteen Lines Of Iambic Pentameter, Rhyming In Three Quatrains And A Couplet. Were His Sonnets Dull? Mozart Wrote His Sonatas Within An Equally Rigid Discipline - Exposition, Development, And Recapitulation. Were They Dull?.

Don't Bunt. Aim Out Of The Ball Park. Aim For The Company Of Immortals.

There Are Very Few Men Of Genius In Advertising Agencies. But We Need All We Can Find. Almost Without Exception They Are Disagreeable. Don't Destroy Them. They Lay Golden Eggs.

You Have Only 30 Seconds In A Tv Commercial. If You Grab Attention In The First Frame With A Visual Surprise, You Stand A Better Chance Of Holding The Viewer. People Screen Out A Lot Of Commercials Because They Open With Something Dull. When You Advertise Fire-extinguishers, Open With The Fire.

Where People Aren't Having Any Fun, They Seldom Produce Good Work.