Why being adventorous demands calm reflection rather than raw courage
Advertising may have a reputation as a high-risk investment sector but the facts don't bear this out.
Of all the expenditure decisions that major companies make, decisions on advertising expenditure are surely thought to be some of the most perilous.
In last year's WPP annual report, we picked over that apocryphal saying: 'I know that half the money I spend on advertising is wasted. My only problem is that I don't know which half.' And although there's no hard evidence that anyone of authority ever said it,...