writing is slavery".
grundlægger af reklamebureauet Ogilvy & Mather
med kontorer verden over.
"Splash-sider skal dø".
It's harder to write 500
well-crafted words than 5,000 words of waffle. [But] Those
500 words will be 10 times more effective."
"Human nature hasn't changed for a billion years. It won't even vary in the next billion years. Only the superficial things have changed. It is fashionable to talk about changing man. A communicator most be concerned with unchanging man - what compulsions drive him, what instincts dominate his every actions, even though his language too often camouflages what really motivates him. For if you know these things about a man, you can touch him at the core of his being. One thing is unchangingly sure. The creative man with an insight into human nature, with the artistry to touch and move people, will succed. Without them he will fail."
BILL BERNBACH 1911-82, stifter af DDB