When I meet people who say - which they do all of the time - 'I must just tell you, my great aunt had cancer of the elbow and the doctors gave her 10 seconds to live, but last I heard she was climbing Mount Everest,' and so forth, I switch off quite early. ↗
Yes, I, well, when I write, as often as I can, I try to write as if I'm talking to people. It doesn't always work, and one shouldn't always try it, but I try and write as if I am talking, and trying to engage the reader in conversation. ↗
If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail. ↗
The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value. ↗
I can often tell when drawings are done from photographs, because you can tell what they miss out, what the camera misses out: usually weight and volume - there's a flatness to them. ↗
You had to be aware that I saw that photography was a mere episode in the history of the optical projection and when the chemicals ended, meaning the picture was fixed by chemicals, we were in a new era. ↗
