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

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" 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. "

" 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. "

" Great advertising, in and of itself, becomes a benefit of the product. "

" 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. "

" 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. "

" 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. "

" The 1960s was a heroic age in the history of the art of communication - the audacious movers and shakers of those times bear no resemblance to the cast of characters in 'Mad Men.' "

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

" Sometimes all the 'marketing' insight in the world can't move a client, but the creation of a truly great brand name can become a billion-dollar idea! "

" 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. "

" 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. "

" From the time I was three or four years old, I drew all the time. Drew all the time, every second. "

" A graphic designer, you know, who understands ideas and understands that ideas are what makes the world go round, could change the world with a magazine. If one talent could do it right now, and everybody would stop saying it's the death of magazines. "

Change The World

" Trends can tyrannize; trends are traps. In any creative industry, the fact that others are moving in a certain direction is always proof positive, at least to me, that a new direction is the only direction. "

" 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. "

" It's almost as if creativity is dead. The visual power of advertising was everywhere - now it's basically gone. "

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

" There's no such thing as a cautious creative. "

" In professional work - certainly in the arts and graphics - 99% of people have zero courage. They blow with the wind. "

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

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

" Because advertising and marketing is an art, the solution to each new problem or challenge should begin with a blank canvas and an open mind, not with the nervous borrowings of other people's mediocrities. That's precisely what 'trends' are - a search for something 'safe' - and why a reliance on them leads to oblivion. "

" 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. "

" 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. "

" 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. "

" 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. "

" My concern has always been with creating images that catch people's eyes, penetrate their minds, warm their hearts and cause them to act. "

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

" 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. "

" 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. "