Be More Ambitious. Don't Bunt. When You

Be More Ambitious. Don't Bunt. When You Get A Job To Do A Story Or An Ad, Try And Hit The Ball Out Of The Park Every Time

...consumers Do Not Buy One Brand Of Soap, Or Coffee, Or Detergent. They Have A Repertory Of Four Or Five Brands, And Move From One To Another. They Almost Never Buy A Brand Which Has Not Been Admitted To Their Repertory During Its First Year On The Market.

Consumers Still Buy Products Whose Advertising Promises Them Value For Money, Beauty, Nutrition, Relief From Suffering, Social Status And So On.

It's The Lack Of Ambition That Cripples Most People, And Makes Them So Pedestrian In The Advertising/creative Business

Much Of The Messy Advertising You See On Television Today Is The Product Of Committees. Committees Can Criticize Advertisements, But They Should Never Be Allowed To Create Them.