The Curse Of The Leverhulmes

The idea that advertising doesn't pay may be more about packaged-goods than it is about advertising

Erwin Ephron
Ephron, Papazian & Ephron, Inc.
Gerry Pollak
Marketing Management Analytics, Inc. (MMA)

It's no secret. Sunny, funny advertising has a dark side. Our slogan isn't 'Ads Work Wonders!' It is 'We waste half the money.' And then there's the sly admission, 'But we don't know which half,' to let clients see the business model. To get the half that works, Buster, you need to buy the half that doesn't.