Author: Jay Chiat
Transferring successfully to the next generation means producing work that's as good as or better than the work of the first generation that founded the agency.
Advertising ought to work by telling you what it is you want to tell, you should understand what you want us to do, what you want us to think, where you want us to shop.
We don't have titles on our business cards. No one really gets any special treatment. No one gets a corner office to put pictures of their family and their dog in.
But I think technology advertising will have to stop addressing how products are made and concentrate more on what a product will do for the consumer.