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When you look at the early-'30s movies, like King Kong, the codes of acting are very similar to those of silent movies. In some of the silent movies - the good ones, the ones done by the best directors - the acting is very, very natural.

But my answer to that question would have to be, aside from the obvious, which is the people and the relationships that you garner over a long period of time but the catering. The catering. They're the best. So it's the food.

The best compliment I get every year is that a band will write me and say, 'We were just on tour, and we had people coming to our show saying they had never heard us before they heard us on your show.'

In fact, I argue that the future of advertising, whatever the technology, will be to associate each brand with one word. This is one word equity. It's the modern equivalent of having the best site on the high street, except the location is in the mind.

I need a close contact to the client, whoever it is, and a commitment of the client to go out and do a process together. I want to do the best for him. I need his respect and his patience. I want to work with a sophisticated person who's interested in a good building and not in my name.