If You Want Action, Don’t Write. Go

Managing An Advertising Agency Isn't All Beer And Skittles. After Fourteen Years Of It, I Have Come To The Conclusion That The Top Man Has One Principle Responsibility: To Provide An Atmosphere In Which Creative Mavericks Can Do Useful Work.

Most Agencies Run Scared, Most Of The Time. . . .frightened People Are Powerless To Produce Good Advertising. . . . If I Were Aclient, I Would Do Everything In My Power To Emancipate My Agencies From Fear, Even To The Extent Of Giving Them Long-term Contracts.

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

Never Write An Advertisement Which You Wouldn't Want Your Own Family To Read. You Wouldn't Tell Lies To Your Own Wife. Don't Tell Them To Mine. Do As You Would Be Done By.

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