If your advertising goes unnoticed, everything else is academic!
There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
I warn you against believing that advertising is a science.
Never do anything yourself that you can hire someone else to do, especially if they can do it better.
Imitation can be commercial suicide.
Our job is to bring the dead facts to life.
Rules are what the artist breaks; the memorable never emerged from a formula.
Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
The real giants have always been poets, men who jumped from facts into the realm of imagination and ideas.
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