On creative leverage:
Every year, some advertisers spend millions and get nothing back, while others spend a fraction as much and generate spectacular returns. The difference isn't marketing, it isn't research, it isn't ancillary services; it's the power of a strong idea, well executed, to move and motivate people. Nothing matches creative leverage. It's what we offer. And I'm astonished more clients don't demand it from their agency.
On doing it while you're young:
In most businesses, you're stuck in the trenches for years. But advertising rewards ability, not seniority. I started at 22; became a supervisor at 25; had my own business at 28. Where else can you do so much so fast?
On the two sides of good advertising:
You have to start by getting the audience's attention - a tough task but only the beginning. Then you must give them something relevant, informative, useful, valuable. You have to work both sides; you must be attention-getting and relevant. Attention-getting irrelevance doesn't work nor does invisible relevance. Nearly every agency agrees creative and strategy are equally important. But while all pay homage to the principle, few pull it off in practice.