STARTERPACK

ADVERTISING’ISH INSPIRATIONSMARK FENSKE’S 14 ANTI-LAWS OF ADVERTISING NOBODY EVER DID A GOOD AD BY WRITING TO A STRATEGY. THE COMPANIES THAT DO THE MOST ADVERTISING ARE THE ONES THAT BELIEVE IN ADVERTISING THE LEAST. WE ARE NOT SALESMEN, WE ARE CRAFTSMEN OF WHAT MAY BE THE MOST POWERFUL ART FORM ON EARTH. A GOOD AD HAS NO DISCERNIBLE STRATEGY. THE WORST PERSON TO PRESENT CREATIVE WORK TO A CLIENT IS THE CREATIVE WHO DID IT. THE CONSUMER ISN'T JUST SMART, HE'S A GENIUS. IMITATION IS NOT FLATTERY. A REASONING MIND CAN BE YOUR GREATEST ENEMY. SKIP THE PLANT TOUR. THERE'S NOT THAT MUCH DIFFERENCE BETWEEN A CREATIVE PERSON AT WIEDEN & KENNEDY AND ONE AT AYER. CLIENTS DON'T HATE GOOD WORK. THE LONGER YOU WORK FOR A CLIENT, THE HARDER IT GETS. THE MOST DIFFICULT JOB IN ADVERTISING IS NOT WRITING ADS, IT'S BUYING THEM. DO NOT LEARN TO COMPROMISE.

PHIL SERZO

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