Some Things Can't Be Planned
William Bernbach
A little more than a year ago, John Crichton asked me to go down to a 4A meeting at The Greenbrier. At that convention were announced the findings of the 4A Study of Consumer Judgment of Advertising, and I took part in a panel on it. About a week after, I was invited to the Copywriters’ Award Dinner and was asked to talk. Now, if I may, I'd like to begin this talk by repeating some of the things I said at that Copywriters’ Award Dinner:
"Last week I was asked to address...