High- and low-lights from the book

************************************

Duke turned to me and said, “OK, why don’t you go over there and get that package and bring it over here and then bend over and I’ll shove that pack so far up your ass you won’t even feel it.”  I looked at Wayne and said, “Duke, you mean you don’t want to hold the package?”  (Bristol-Myers)

************************************

Toward the end of our presentation David Gallo, the eldest son, who had been sitting directly across from me at the conference table, began to insert the end of a paper clip directly into his eyeball. This was something that he apparently did from time to time, although we never knew what the impetus was for such bizarre behavior. I think we found out during giving this presentation. (Gallo Wines)

************************************

When the Apple board of directors killed the “1984” TV ad, I had it copy tested and discovered that ASI (Audience Surveys Inc.) concluded the spot was the single worst business to business commercial that had ever been tested in their system. It received the absolute lowest motivational score ever. So much for the validity of quantitative copy testing procedures. (Apple Computer)

************************************

This agency had in one year won more creative awards than most could hope to in a lifetime. I could see some of them, Belding Award silver bowls and Clios perched here and there on a desk or on top of one of the office partition walls. Some were just lying there on their sides. They weren’t on display. They had just accumulated there and became part of the gestalt. They belonged there, along with all of the great ads that were everywhere.  (Chiat/Day)

**************************************

We were heading down Highway 101, and as we approached the exit for Intel, Jay turned to me and said, “You know you should get some plugs. I have a great guy in Pasadena.” I didn’t know what the hell he was talking about. Was he suggesting some special electric outlets for my house? Or at the office? Or, was he advising me that I needed a publicist? Then it struck me. He was looking at my head and at my receding hair. (Jay Chiat)

**************************************

There was one conversation that Mike Massaro had with Frank Lowe that stands out above all the others. We were trying to garner some previously promised help from Lowe for the Dell situation, and Frank told Mike over the phone, “What the fuck am I wasting time talking to you about Dell when I’ve got Coke to worry about?”(Frank Lowe)

**************************************

There were five of us from the agency and we filed into what indeed was a bedroom, a large one at that. There were half a dozen folding chairs arranged around the end and side of a large double bed. The room was uncomfortably warm and stuffy, and the air had a stale, almost foul odor that was pervasive. In the bed, there was a head. That was all that was visible, as the sheets were pulled up to the head’s chin. This was CEO Craig Neilsen. We were taken aback, as we had been given little warning that this was what was in store. (Ameristar Casinos)

**************************************

In April 2000, Vanity Fair published an article entitled “The New Establishment 2000.” Of the 30 people they identified as those who had changed the world, we had had the remarkable opportunity to have worked with five either as Chiat/Day San Francisco or Goldberg Moser O’Neill: Steve Jobs (Apple), Andy Grove (Intel), John Chambers (Cisco), Larry Ellison (Oracle), and Michael Dell (Dell).