The Big Idea - Yellow Pages: Let Your Fingers Do The Walking

Anthony Chevins

The Executive Vice President of Cunningham & Walsh, Anthony Chevins, speaks about the 'Big Idea' behind an advertising campaign for Yellow Pages at the American Association of Advertising Agencies (4A's) Eastern Annual Conference in 1965.

The Big Idea - Yellow Pages: Let Your Fingers Do The Walking

ATTRIBUTION: Anthony Chevins

As an advertising man, how would you like to have this kind of nightmare?

You dream that you're in a client meeting and the Big Man across the table points his finger at you and tells you he wants a new campaign idea – a very unusual one ... a great one. It must be so unusual and so good that it can be presented to, sold to and used by twenty-one different companies ... all, of which sell the same product. Each of...

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