Leaders Grasp Nettles.

I Do Not Regard Advertising As Entertainment Or An Art Form, But As A Medium Of Information. When I Write An Advertisement, I Don’t Want You To Tell Me That You Find It ‘creative.’ I Want You To Find It So Interesting That You Buy The Product.

I Have Noticed That Agencies Which Are Full Of Fun And Ferment Seem To Create The Best Advertising. If You Are Not Happy In Advertising, For Goodness Sake Find A Job In Which You Would Be Happy. For As Far As I Know, We Pass This Way Only Once

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?.

Experience Has Taught Me That Advertisers Get The Best Results When They Pay Their Agency A Flat Fee. It Is Unrealistic To Expect Your Agency To Be Impartial When Its Vested Interest Lies Wholly In The Direction Of Increasing Your Commissionable Advertising.

Tell The Truth, But Make The Truth Fascinating.