The biggest mistake young designers make is that they try to make their advertising look like advertising
Advertising shouldn't be like medicine. It should be like candy.
Bob Scarpelli [of DDB] has told me I'd rot in hell for the commercials I've done, but I think he's kidding.
I look for things that no one I know, even myself, would ever come up with. If your solution is something that your friends or family might come up with, throw it away.
I do think that in some ways, the complexity of technology, the things that we all have to deal with in media, have created a new kind of person that is sensitive to media, but also sensitive to the kind of beliefs that people have. And this person can put the two together.
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