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" 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. "

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

" 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

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

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

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

" 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. "

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

" 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. "

" 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. "

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

" 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. "

" 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. "

" 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. "

" 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. "

" 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. "

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

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

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

" 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

" 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! "

" 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. "

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

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

" 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. "

" 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. "

" 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. "

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

" 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. "

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