JAY CHIAT

It's hard to build a brand, competitively, and tell people what you do as well.

One is that that's the way we started and we thought there would be more value and less confusion if the business model was just based on delivering news that's of value to Web sites.

Technology is the fashion of the '90s. It affects everyone, and everyone is interested in it - either from fear of being left behind or because they have a real need to use technology.

In the '20s they were telling us we'd all have our own private plane and take vacations to the moon.

Our technology is very scalable. Our software can accommodate enormous numbers of clients. It's a marvelous opportunity. We'll keep developing products.

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.

The intellectual architecture means focusing on doing great work instead of focusing on agency politics.

Second, we're spending a huge amount of money on technology so that everyone can check out laptops and portable phones. We're spending more money to write our existing information into databases or onto CD-ROM.

We set up a beta site, a test site, with movie, music and book reviews. If you're reading them and you want to buy a book or a ticket for a movie that's reviewed on the site, you can do that without leaving our site.

Research we've done seems to indicate that people who are on the Net like the idea that they don't have to leave what they are reading to go buy something.

Fire has impacted every part of our lives - without fire, there would be no shopping, right? - that's how the Internet will intrude on our lives, particularly our kids' lives.

Outside of advertising, the person who's influenced me most is quite possibly Frank Gehry.

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.

Eighty percent of what everyone's talking about never happens. I don't mean in terms of product development that's happening right now, I'm talking about the far-flung visions of the future.

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.

If you really think about it, when watching television, you have product placement all the time.

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.

Taking risks gives me energy.

I like the Gap ad, the khaki one. I liked that.

First, this isn't about telecommuting, because we still have offices that people will come to regularly when they need to brainstorm together, meet with clients, or do research in the library.

Charlie Rose is the ultimate ad.

The team architecture means setting up an organization that helps people produce that great work in teams.

You come to work because the office is a resource: The office is a place where you can meet with other people, and the office has libraries of books and information on CD-ROM that might help you with your work.

I can't say the advertising model is obsolete yet but it doesn't make a lot of sense in the long range.

My real talent was for losing clients.