The biggest mistake young designers make is that they try to make their advertising look like advertising
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.
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 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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