How Do You Tackle The Leaders? Burger King vs. McDonalds

Richard Mercer

Vice President of BBDO, Richard Merver, explains BBDO's process in creating effective advertising and shares how it was successfully applied to Burger King at the American Association of Advertising Agencies (4A's) 1974 Eastern Annual Conference.

How Do You Tackle The Leaders? Burger King vs. McDonalds

Richard Mercer

You know what I did before I wrote this speech?

I wrote a whole bunch of titles for it.

I'm very good at title writing. I have the titles for all my novels written. There are 14 novels altogether – not counting the two trilogies. Counting them makes 20. Oh, it's a great body of work.

I've got the dedications written, too. I'm very good at dedications. None of this mundane stuff like: "To my darling wife, Muriel, for her patient understanding."

Nosiree. My dedications read:...

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