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" 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. "

George Lois

Challenge

You

Work

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" 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. "

" You don't create a magazine for your readers. You don't take a poll, you know, like the politicians do, and find out what they're thinking and what they want... You're supposed to be telling people what the hell you think is exciting and dynamic and thought-provoking, and do it - and do it your way. "

" 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. "

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

" 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. "

" 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. "

" 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. "

" I had a fistfight with every kid on my block. I got about fifteen broken noses to prove it. Part of it was also because I was always drawing, and I always had an artist portfolio with me. But I was a tough kid. I won their respect. "

George Lois

Respect

Kid

" People say I'm the original Don Draper. I'm not Don Draper. "

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

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

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

" Ad agencies do all kinds of market research that ask people what they think they want, and instead, you should be creating things that you want. If you do something and you get it, the rest of the world will get it, too. Trust your own instincts, your own intellect, and your own sense of humor. "

" 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. "

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

" Museums are custodians of epiphanies, and these epiphanies enter the central nervous system and deep recesses of the mind. "

" 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. "

" 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.' "

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

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

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

" 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. "

George Lois

Advertising

Think

" 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. "

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

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

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

" 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. "