Sublime

Survey a sample of inquirers. Do they intend to buy your product?

He did, however, leave behind an aphorism which appeals to the present generation at Young & Rubicam: resist the usual. Or, as his copy chief Roy Whittier put it, ‘In advertising, the beginning of greatness is to be different, and the beginning of failure is to be the same.’

While I think originality is a wonderful thing, and while I’m all for stretching envelopes, pushing boundaries, throwing out rule-books, thinking outside boxes, casting off straitjackets and generally pissing against the wind, I do still believe there is a Platonic archetype for press advertising.

Don’t keep a dog and bark yourself Any fool can write a bad advertisement, but it takes a genius to keep his hands off a good one.

Don’t keep a dog and bark yourself Any fool can write a bad advertisement, but it takes a genius to keep his hands off a good one.

His definition of a good advertisement was that ‘its public is not only strongly sold by it, but both the public and the advertiser remember it for a long time as an admirable piece of work.’

Every really good creative person in advertising whom I have ever known has always had two noticeable characteristics. First, there was no subject under the sun in which he could not easily get interested-from, say, Egyptian burial customs to Modern Art. Every facet of life had fascination for him. Second, he was an extensive browser in all sorts o