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Danh ngôn của George Lois (Sứ mệnh: 4)

All the people who run agencies, all the important people in agencies have taken communication courses, marketing courses, advertising courses, and courses basically teach advertising as a science, and advertising is so far from a science it isn't even funny. Advertising is an art.
Because advertising and marketing is an art, the solution to each new problem or challenge should begin with a blank canvas and an open mind, not with the nervous borrowings of other people's mediocrities. That's precisely what 'trends' are - a search for something 'safe' - and why a reliance on them leads to oblivion.
When you think of a brand, you should immediately understand it from the advertising attitude, from the words and visuals.
The 1960s was a heroic age in the history of the art of communication - the audacious movers and shakers of those times bear no resemblance to the cast of characters in 'Mad Men.'