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" A truly great magazine cover surprises, even shocks, and connects in a nano-second. "

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" Truly great images make all the other millions of images you look at unimportant. You gotta look at an image and understand it in a nanosecond. "

" You can't test great advertising. You can only test the mediocre. Not that I don't care about demographics. You have to understand who you're going after. "

" I may have destroyed world culture, but MTV wouldn't exist today if it wasn't for me. "

" All the people who run agencies, all the important people in agencies have taken communication courses, marketing courses, advertising courses, and courses basically teach advertising as a science, and advertising is so far from a science it isn't even funny. Advertising is an art. "

" I'm sounding like an old fart talking about how bad advertising is today, but it's true. Advertising sucks. Guys like me and Bob Gage and certainly Bill Bernbach and two or three other guys, we exemplified and led the creative revolution. "

" When you think of a brand, you should immediately understand it from the advertising attitude, from the words and visuals. "

" Whatever the creative industry, when you're confronted with the challenge of coming up with a Big Idea, always work with the most talented, innovative mind available. Hopefully... that's you. "

" I look in the mirror, and I work with the brightest person I know. "

" When I lecture kids, I say, 'You've got to be ambitious by the advertising' - ambitious. You've got to say, 'See, this product? Maybe I can change the world with this product.' They look at me like I'm nuts, but that's what you can do. "

Change The World

" I talk to all the creative directors today, and they take me aside, and they say, 'You know, it must have been great back in those days when you could do anything you wanted.' I say, 'Huh? Excuse me?' I mean, we fought. In the '60s and '70s, you fought wars with clients, and you have to continue fighting wars to do great work. "

" Everybody is so busy talking about 'Twittering' and talking about the new technologies and talking about this and that, but they don't talk about creativity. "

" The producers of 'Mad Men,' you know, think I hate their show, which is true. "

" If somebody says to you, 'MTV,' you think of Mick Jagger on a phone screaming at that phone: 'I want my MTV.' That, to me, was always the epitome of great advertising. "

" What Apple did for technology is brilliant, but they didn't do nothin' for our economy. "

" I don't design. I get what I think is a big idea, and I put the idea down. I'm not a designer. I'm a communicator. "

" When I teach classes at the School of Visual Arts,, I'll ask the students, 'How many of you have been to a museum this year?' Nobody raises their hand and I go into a tirade. If you want to do something sharp and innovative, you have to know what went on before. "

" Nobody should force you to do a bad piece of work in your whole life - no client, no creative director, nobody. The job isn't to please the client; the job is to produce something for the client that makes them incredibly successful. "

" These days, no celebrity on a magazine cover, including Brad Pitt, Oprah Winfrey, Julia Roberts, or Leonardo DiCaprio, could possibly match the visual punch of Alfred E. Neuman, the gap-toothed, grinning boy, goofily peeking out at us on the newsstand. "

" The creative act, the defeat of habit by originality, overcomes everything. And I really believe that. And what I try to teach young people, or anybody in any creative field, is that every idea should seemingly be outrageous. "

" With the way I worked, a client can give me everything they know about something, and then I go away and come back with advertising that knocks them out of their chair. They finally understand what kind of a company they are. "

" The computer has played a role in destroying creativity with the Photoshop. Everybody thinks they're a designer. "

" When I did 'Esquire,' I did a lot of celebrity covers, but the celebrity cover was Hubert Humphrey as a dummy, sitting on Lyndon Johnson's lap and aping his feelings about the war. I did celebrity covers that made a difference in what was going on in American culture. "

" Look at the news stand, you know? I mean, it's a cacophony of famous people or people who want to be famous with blurbs all around it, and it's supposed to be, you know, that's supposed to be creativity in journalism. My God, it's unbelievable. It's shocking. "

" When you create advertising, always start with the words. "

" I've done truth to power all my life. It's got me into trouble, but who cares? "

" If you're working, and you're not trying to be great, give up. "

" Nothing great can come of more than three people in a room. If you had 10 incredibly bright people, nothing would come out of it. "

" If you think people are dumb, you'll spend a lifetime doing dumb work. "

" If you work with convictions, people have got to listen to you. "

" Doyle Dane Bernbach was a great, great agency when I got there. There was an arrogance that everyone had, but it was a closed club. I was a guy who worked a little differently. Edgier. More punch-in-the-mouth. "