Research: Coming, as he did, from a background in research, he never underestimated its importance in advertising. In fact, in 1952, when he opened his own agency, he billed himself as Research Director.
Professional discipline: “I prefer the discipline of knowledge to the chaos of ignorance.” He codified knowledge into slide and film presentations he called Magic Lanterns. He also instituted several training programs for young advertising professionals.
Creative brilliance: A strong emphasis on the “BIG IDEA.”
Results for clients: “In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.”
