What helps people, helps business.
~ Leo Burnett
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.
The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
Curiosity about life in all of its aspects, I think, is still the secret of great creative people.
If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.
