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

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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. "

" What I taught myself was that in any problem you get, you've got to come up with an innovative, brilliant, kind of unusual, stunning solution. "

" 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 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. "

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

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

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

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

" 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. "

" 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. "

" 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. "

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

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

" 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. "

" 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

" 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. "

" 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. "

" To me, great advertising can make food taste better, can make your car run smoother. It can change your perception of something. Is it wrong to change your perception about something? Of course not. I'm not lying; I'm just saying, 'This one's more fun, this one's more exciting.' "

" 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! "

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

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

" 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. "

" 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.' "

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

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

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

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

" 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 whole area of creativity is constipated and frightened. "

" 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. "