Advertising Pathways To Fame And Fortune
William Ratcliffe Millward Brown Goldfarb
Advertising 'benefactors' (clients) want sales, now and for some time to come. You and your agency want the respect that comes from wowing your peers with great creative. Benefactors like fame, but need fortune to keep funding you. You need to help them build their fortune: fame alone is not sustaining.
Fortune and Fame are quarrelsome gods. Pleasing both is rare, but joyous. To win them you must venture into the ad development woods and scale Sales Mountain. The peak of Sales Mountain (Exhibit 1) is...