【正文】 attitude of public responsibility and low pressure.”8我唯一的警告是，公司的成長絕不能以正直為代價；我認(rèn)為，正直是這家廣告代理商的靈魂與前進(jìn)的動力。“My only warning is that growth never promises integrity,and I regard integrity as the heart and driving force of this agency.”8我學(xué)到去實(shí)踐我所謂的—「建設(shè)性的不滿足」?！癐 have learned to practice what I call ‘constructive dissatisfaction.’”8我認(rèn)為一個偉大的廣告，是世上最美的事物?！癐 regard a great ad as the most beautiful thing in the world.”8一個真正的創(chuàng)意，擁有它自己的力量與生命?！癆 real idea has a power of its own and a life of its own.”8堅持我們誓守的唯一真理神圣的個人操守?！癈ling like wildcats to the only realities we can swear we have hold ofour own scared and individual integrities.”8盡忠職守，勤奮工作，并且熱愛、榮耀、相信自己的直覺?！癝teep yourself in your subject,work like hell,and love,honor and obey your hunches.”8我所享有的任何成就，完全歸因于對客戶與工作的高度責(zé)任感，不惜付出自我而成就完美的熱情，以及絕不容忍馬虎的想法，草率粗心的工作，與差強(qiáng)人意的作品?！癢hatever success I have enjoyed,I attribute almost entirely to a deep personal sense of responsibility to our clients and to the job at hand,with a passion for thoroughness,often at considerable personal sacrifice,and an unyielding intolerance of sloppy thinking,sloppy work and almostgoodenough jobs.”8好廣告會是圖片與文字的快樂聯(lián)姻，而不是他們之間的競賽?！癎ood advertising is a happy wedding of words and pictures,not a contest between them.”8我深信卓越的創(chuàng)意作品，永遠(yuǎn)是一個成功代理商前進(jìn)巨輪的中軸過去是，現(xiàn)在是，未來亦如是?！癐 believe that superior creative work always has been,is,and always will be the hub of the wheel in any successful agency.”90、我尋找了解并熟諳如何做好廣告的撰文與藝術(shù)指導(dǎo)人員，他們必須技藝嫻熟，蓋下的一磚一瓦皆有其旨趣?！癐 look for craftsmen in words and pictures who so pletely understand good creative masonry and are so skilled in it,that when they lay a brick out of place they do it on purpose.”9在演出的舞臺上，廣告不是一出獨(dú)角戲。它是以行銷領(lǐng)銜下各項(xiàng)活動集體演出中的一員。而且廣告必須與其它活動和諧一致，方能有好的演出效果?！?..In its performance,advertising is not a is a member of an ensemble of all those activities that can be classified under the general head of marketing,and it must do its part in harmony with them if the end result is to be good.”9建立服務(wù)關(guān)系的唯一堅實(shí)基礎(chǔ)，在于彼此的信心與尊敬。除非一開始就有此基礎(chǔ)，否則客戶終將落得以賠錢與失望收場?！癟he only sound basis of a personal service relationship is mutual confidence and respect. Unless that exists at the start,the account will eventually represent loss and disappointment.”9摩擦產(chǎn)生星星之火，星星之火點(diǎn)燃偉大創(chuàng)意的燎原巨焰?！癋riction makes sparks and sparks start great creative conflagrations.”9說話算數(shù)，遵守時限，信守承諾，這些不僅是固有的道德，而且做不做得到，決定我們成為什么樣的人。個性也是如此形成的?！癙romises must be kept,deadlines met,mitments honored。not just for the sake of oldfashioned morality,but because we bee what we do (or fail to do),and character is simply the sum of our performances.”9廣告無法為一個人們不需要、不渴望擁有的產(chǎn)品塑造奇跡。但是，一位有技巧的廣告人可以將產(chǎn)品原被忽略的特點(diǎn)表現(xiàn)出來，而激起人們擁有的欲望。“Advertising cannot perform magic for an unwanted or undesirable product. But a skilled advertising man can present previously overlooked virtues in a product in a way that will make people reach for it.”9事前計劃，但要保持彈性?！癙lan ahead but maintain flexibility.”9我們應(yīng)該不斷提醒自己，運(yùn)用時間的最高生產(chǎn)國，才有機(jī)會讓自己有最大的收入，公司有最好的利潤?！癢e should constantly remind ourselves that the most productive use of our own time offers the greatest opportunity for increased ine for us as individuals and for better earnings for our pany.”9任何時間，我們都應(yīng)該去自我檢驗(yàn)伴隨成功而來，卻引起內(nèi)部腐敗的跡象。這些跡象就是自滿慣性以及官僚主義?！癟his is as good a time as any to start examining ourselves for any of those telltale signs of success that lead to inner rot. Those signs are placency...coasting...bureaucracy.”9你可以在廣告業(yè)成長，但不一定要變老?！癥ou can grow up in the advertising business,but you don39。t have to grow old in it.”100、人們時常問我為何選擇了廣告。其實(shí)是廣告選擇了我?！癐 am often asked how I got into this business. I didn39。t. The business got into me.”12 / 1