Known as ‘the Socrates of San Francisco', Gossage was an unlikely advertising man. With a military background, he didn't start working in advertising until his mid thirties. In 1957 he started his own agency Weiner and Gossage which was an immediate success.
Gossage was known for his unique and forward thinking philosophy; that advertising should be involving for the audience. In other words that they should be rewarded for seeing and/or hearing the message. Gossage would say:
“People don't read advertising per se. They read what interests them. And sometimes it's an ad.”