Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea w… - David Ogilvy

The purpose of a commercial is not to entertain the viewer but to sell him. Horace Schwerin reports that there is no correlation between people liking commercials and being sold by them. But this does not mean that your commercials should be deliberately bad-mannered. On the contrary, there is reason to believe that it pays to make them human and friendly, if you can do so without being unctuous.

Shakespeare wrote his sonnets with of iambic pentameter, rhyming in his sonnets dull? Mozart wrote sonatas within an equally rigid discipline – exposition, development, and recapitulation. Were they dull?

Training should not be confined progress, and should include the entire professional staff of the agency. The more our people learn, the more useful they can be to our clients.