keep his hands off a good one.”
39、好广告不只在传达讯息，它能以信心和希望，穿透大众心灵。
“Good advertising does not just circulate information. It penetrates the public mind with desires and belief.”
40、唯一有价值的创意会议是，参与的每个人都以相同的事实开始为讨论的基准，不论点子 乍听之下有多狂野，也都有雅量相待，并表现出谦冲的尊重。
“The only creative conference worth a damn is one in which everybody in the room starts from the same base of fact,a consuming appetite for ideas no matter how wild they may first appear,and a humble respect for them.”
41、我逐渐体会到，没有好客户，就不会有好广告；没有好广告，就也留不住好客户。还有 ，没有任何一个客户，会买他自己都没兴趣，或是看不懂的广告。
“I have learned that you can't have good advertising without a good client,that you can't keep a good client without good advertising,and no client will ever buy better advertising than he understands or has an appetite for.”
42、如果事实支持你，而你也相信自己，在一路为创意而战的途中，绝少会败下阵来。
“If you have the facts on your side and honest conviction in your heart,your rarely lose by fighting for your idea all the way.\
43、你一再错失大好良机，是不是因为走到了十字路口，而自己总是浑然不觉？
“Are you blowing opportunity after opportunity because you can't recognize a crossroad when you come to it?\
44、我们的行业，就是创意。创意在气味相投的气氛中，最能成长茁壮。
“Our business is ideas.They grow and flourish best in an atmosphere of congenial collaboration.”
45、与公司门面及财务状况相较，我们应该更关心公司的灵魂--那就是我们的价值观，热情与操守。
“It seems to us there should be less concern about the dimensions of a business.And considerably more concern about its heartbest-the value,zest and spirit behind its physical and financial facade.”
46、在物色创意人选时，那些对生命近乎天真般好奇的人，总会让我产生高度兴趣。
“In looking for creative people,I am always most interested in those who have an almost naive curiosity about life.”
47、在我认为，做广告最伟大的成就是使人信服；而没有任何东西比产品本身更能说服人。 “The greatest thing to be achieved in advertising,in my opinion,is believability ,and
nothing is more believable than the product itself.”
48、占领市场必先占领消费者的心灵。
“Before you can have a share of market,you must have a share of mind.”
49、消费大众并不真正知道自己要什么。直到那些创意以商品方式呈现在他们的面前。如果 他们能事先告诉你自己要什么，今天就不会有轮子、杠杆，甚或汽车、飞机和电视的出现。 “The public does not know what it wants,and there is no sure way of finding out until the idea is exposed under normal conditions of sale.If people could tell you in advance what they want,there would never have been a wheel ,a lever,much less an automobile,an airplane or a TV set.”
50、没上过档的广告，做得再好，都永远无法创造销售。 “A good ad which is not run never produces sales.”
51、太多广告努力不要超越人们的智商，结果落得无人闻问。
“Too many ads that try not to go over the reader's head end up beneath his notice.”
52、我发觉，写一则谈好广告的演讲稿，远比创造一个好广告来得容易。
“I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.”
53、在企划的过程里，我喜欢在伟大创意未知国度边缘冒险的感觉；但只要懂得利用事实为 器，我们就有机会攻城掠地。
“In all of our planning I like to feel that we adventurously live on the fringe of the Great Creative Unknown,but if we are properly armed with facts we are always better prepared to enter it.”
54、我认为，在人类历史中，只有一个人是不可或缺的，他就是亚当。 “In my opinion ,there has been only one indispensable man in the history of the world .His name was Adam.”
55、我喜欢我们的公司看起来像一家光着脚丫的代理商，心中一直努力「穿别人的鞋子」，设身处地为他人着想--是一个辛勤工作的农场，而不是休闲观光的农舍。
“I like to look on our own shops as kind of a barefoot agency which is mentally always trying to put itself into other people's shoes-a working ranch rather than a dude ranch.”
56、我们业务量的成长来自现有客户的成长多于新客户的增加。
“We built our business not so much by getting accounts as building them.”
57、伟大的创意或平面广告，总是出其不意地单纯，触动人心而不凿斧痕。
“As I have observed it ,great advertising writing,either in print or TV, is always deceptively and disarmingly simple.It has the common touch without being or sounding patronizing.”
58、我相信广告最大的危险之一，不在误导群众，而是让他们觉得要命地无聊。
“I am one who believes that one of the greatest dangers of advertising is not that of misleading people,but that of boring them to death.”
59、广告中原创的诀窍，不在制造新奇花俏的图像文字，而是组合那些熟悉的文字与图片， 产生全新的趣味。
“The secret of all effective originality in advertising is not the creation of new and tricky words and pictures,but one of putting familiar words and pictures into new relationships.”
60、在我们这个行业，当你开始关心数钞票，胜于做好广告及服务客户时，很快的，你就会 发现没有多少钞票可数。
“In this business when you start putting the emphasis on counting money rather than getting out better ads and otherwise giving your clients better service,you soon learn that there is very little money to count.”
61、即流的最好方法，就是善于利用时间，它直接影响我们实际的费用与利润。
“The greatest saving of all is better utilization of our time.This directly affects practically every phase of the business in terms of expense and profits.”
62、我始终抱持着一个态度：没有「问题客户」，只有客户的重大问题。陷溺问题的挣扎， 永远比寻求解决之道浪费时间且消耗精力。
“I have always taken the attitude that no account is a ‘problem account’but that all accounts have important problems attached to them-that you can waste more time and burn up more nervous energy by fighting a problem than by taking a positive attitude and solving it.”
63、与人相处共事，我学到一件非常简单的事实：「没有人故意犯错」。这个体认让我们集 中心力寻求补救之道，而不让犯错的人感觉生不如死。如果这个人是块料，他的内疚会是最 令他难过的谴责。
“In learning to work and live with people,the most important thing I am coming to understand is the simple truth that ‘no one makes mistakes on purpose.’Knowing this should allow us to concentrate on correcting the mistake rather than making life miserable for the mistake maker.If he is the right sort,nothing you can say or do to him will make him feel any worse about the mistake than he does already.”
64、伟大的创意造就伟大的广告公司，而伟大的广告公司依然以伟大的广告为目标。
“Agencies that create great advertising may become big agencies,but their goal remains the creation of great advertising.”
65、要单纯，要使人记忆深刻，要让人乐于注意、看得有趣。
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
66、有乐趣的环境能滋养创意，没有人工作只是为了好玩，但并不意味工作不能变得有趣。 “Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun,but that does not mean there cannot be fun in business.”
67、像我们这样规模的公司，很明显地，作业必须精密地分工，但这并不意味我们必须「本 位化」。
“In operating a business of our size,it is obvious that we have to be well departmentalized. This does not mean,however,that we have to be channelized.”
68、就我所见，最大的问题就是要如何避免自己行径妄自尊大。
“The biggest problem of all,as I see it,is a human one--how to keep from acting big.” 69、「伸手摘星」可能听起来有些天真，但却是我一个热情信念；也许这个世界真该多一点这样的浪漫。
“‘Reaching for the Stars'may sound a little naive,but it is a thought in which I passionately believe；and maybe the world could use a little more naivete of that kind.”
70、我想正是伸手摘星的精神，让我们很多人长时间地工作奋战。不论到哪，让作品充分表 现这个精神，并且驱使我们放弃佳作，只求杰作。
“It is this spirit(Reaching for the Stars) which I think has made many of us work long hours,which makes us carry the thought of our work with us wherever we go,which makes us lay aside good work for better work.”
71、我一直觉得广告是可能让人兴奋的，并且乐在其中，觉得深具价值、意义而可敬。同时 广告也是必须深思熟虑，全力以赴的行业。
“I have always felt that advertising could be something to get excited about. To take pleasure in. To regard as worthwhile,meaningful,respectable. Something to do thoughtfully and well.”
72、认为大众可以被愚弄、牵着鼻子走的人，就是低估社会大众；当然，他在广告圈也不会 有什么大成就。
“Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people-and he won't do very well in advertising.”
73、我倾听每个人讲话并一一记录，特别是对业务人员。因为，他们一直最接近人群。 “I listen to everybody and take notes. Particularly salesmen. They get colse to people.”
74、我们组织机构的运作，不应该将那些「异议分子」及不依常规的非我族类排拒在外。
“It's important in building our organizational machines not to exclude the dissenter,the ‘Outsider,’the non-conformist.”
75、一个放诸四海皆准的事实-必须先做成朋友，对方才会听你的忠告。
“It seems axiomatic that you have to make a friend before you can effectively make him a proposition.”
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