【正文】 t. The business got into me.”12 / 12。其實(shí)是廣告選擇了我?！癥ou can grow up in the advertising business,but you don39。這些跡象就是自滿慣性以及官僚主義?！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。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?！癙romises must be kept,deadlines met,mitments honored。“Friction 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。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。而且廣告必須與其它活動和諧一致，方能有好的演出效果。“I 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。“Good 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?！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?！癆 real idea has a power of its own and a life of its own.”8堅(jiān)持我們誓守的唯一真理神圣的個人操守。“I 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?！癟hese things pay offgood taste,a high standard of ethics,an 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。“A good basic selling idea,involvement and relevancy,of course,are as important as ever,but in the advertising din of today,unless you make yourself noticed and believed,you ain39?！癟ake a firm stand against putting expediency above principle；bluff ahead of facts.”7一個具有銷售力的創(chuàng)意，基本上從未改變過，必須有吸引力與相關(guān)性。文字在意念的表達(dá)中，注入熱情和靈魂。“If you are writing about baloney,don39。s important in building our organizational machines not to exclude the dissenter,the ‘Outsider,’the nonconformist.”7一個放諸四海皆準(zhǔn)的事實(shí)必須先做成朋友，對方才會聽你的忠告?！癐 listen to everybody and take notes. Particularly salesmen. They get colse to people.”7我們組織機(jī)構(gòu)的運(yùn)作，不應(yīng)該將那些「異議分子」及不依常規(guī)的非我族類排拒在外。t do very well in advertising.”7我傾聽每個人講話并一一記錄，特別是對業(yè)務(wù)人員。“I have always felt that advertising could be something to get excited about. To take pleasure in. To regard as worthwhile,meaningful,respectable. Something to do thoughtfully and well.”7認(rèn)為大眾可以被愚弄、牽著鼻子走的人，就是低估社會大眾；當(dāng)然，他在廣告圈也不會有什么大成就?！癐t is this spirit(Reaching for the Stars) which I think has made many of us work long hours,which makes us carry the thought of our work with us wherever we go,which makes us lay aside good work for better work.”7我一直覺得廣告是可能讓人興奮的，并且樂在其中，覺得深具價值、意義而可敬。may sound a little naive,but it is a thought in which I passionately believe；and maybe the world could use a little more naivete of that kind.”70、我想正是伸手摘星的精神，讓我們很多人長時間地工作奮戰(zhàn)。“The biggest problem of all,as I see it,is a human onehow to keep from acting big.”6「伸手摘星」可能聽起來有些天真，但卻是我一個熱情信念；也許這個世界真該多一點(diǎn)這樣的浪漫?！癈reative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun,but that does not mean there cannot be fun in business.”6像我們這樣規(guī)模的公司，很明顯地，作業(yè)必須精密地分工，但這并不意味我們必須「本位化」?！癆gencies that create great advertising may bee big agencies,but their goal remains the creation of great advertising.”6要單純，要使人記憶深刻，要讓人樂于注意、看得有趣。如果這個人是塊料，他的內(nèi)疚會是最令他難過的譴責(zé)。“I have always taken the attitude that no account is a ‘problem account’but that all accounts have important problems attached to themthat you can waste more time and burn up more nervous energy by fighting a problem than by taking a positive attitude and solving it.”6與人相處共事，我學(xué)到一件非常簡單的事實(shí)：「沒有人故意犯錯」?！癟he greatest saving of all is better utilization of our directly affects practically ev