Books that influenced me

Simon Clemmow of CHI & Partners cites texts such as Reality in Advertising (Rosser Reeves), Testing to Destruction (Alan Hedges) and A Masterclass in Brand Planning (ed.

Books that influenced me

Simon Clemmowp

CHI & Partners


By Rosser Reeves Published by Knopf 1961

Rosser Reeves is the inventor of the most enduring concept ever about how advertising works and how you create effective advertising – the unique selling proposition. He says that if you can't find a USP in the product or in the use of the product, or induce the client to change his product, or tell the public something about that product which has never been revealed before, you'll just produce show-window advertising. His book is a constant reminder that, whatever...

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