Simplicity… is the mark of respect for the listener. The world is always short of time, so a précis is a form of good manners.
Maurice Saatchi, advertising entrepreneur
Tag: quote
Dear Charlie: classic copywriting tip
“When you really don’t know what to put on that blank paper in the typewriter, you should just write ‘Dear Charlie’ at the top. Assume that Charlie is a neighbor of yours, a very nice, bright, intelligent guy, with a sense of humor. He’s got all the mental equipment you have, but none of the information that you have about the Volkswagen. So just put down what you want to tell him in this ad, and cross off ‘Dear Charlie,’ and you’ll probably be alright.”
Bob Levenson, former Vice Chairman – DDB
None of us is as smart as all of us.
Ken Blanchard, author – ‘The One Minute Manager’
The three key points of an awesome experiential campaign: you must have active, not passive engagement; it has to be live; and it must be multi-sensory.
Layne Braunstein, award-winning creative and futurist
Producing excrement efficiently does not make the end product any less odious.
Lee Clow, advertising legend
As people are bombarded by never-ending streams of sales messages, creativity can act as a road block that seizes attention. Clever, emotive creative that is well-planned and well-executed can inspire audiences and motivate them to act.
Phillip Ludgate – Media Director
In an increasingly crowded marketplace, fools will compete on price. Winners will find a way to create lasting value in the customer’s mind.
Tom Peters, management guru
It is not enough to be right. You have to persuade others you are right.
Jim Carroll, ex-Chairman, BBH
Ritson on the importance of ‘market orientation’
“A good marketer will… have started their training with extensive exposure to the concept of market orientation. It’s the bedrock theory of marketing and, paraphrasing somewhat, essentially points out that … Ritson on the importance of ‘market orientation’
A writer without interest of sympathy for the foibles of his fellow man is not conceivable as a writer.
Joseph Conrad
Bite-Sized Marcomms 