Why it's time to say goodbye to 'I know that half the money I spend on advertising is wasted'
Jeremy Bullmore WPP
One of the world's most widely held beliefs about advertising is based on a remark, allegedly made about a hundred years ago, by one or other of four men, none of whom may in fact have made it, and which, when examined, makes little sense.
Most people in Europe know that William Hesketh Lever (1851-1925), founder of Unilever and later the first Viscount Leverhulme, once said: "I know that half the money I spend on advertising is...