If it is something important, get a colleague to improve it.
If you want to be interesting, be interested.
Consumers do not buy products. They buy product benefits.
Most agencies run scared, most of the time. . . .Frightened people are powerless to produce good advertising. . . . If I were aclient, I would do everything in my power to emancipate my agencies from fear, even to the extent of giving them long-term contracts.
You arenโt advertising to a standing army; you are advertising to a moving parade.
Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.