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.
Bill Bernbach, advertising legend
Science and technology revolutionize our lives, but memory, tradition and myth frame our response.
Arthur M Schlesinger, historian
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
“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