MT Rainey's Classic Texts: Testing to Destruction (by Alan Hedges)

MT Rainey begins her series of Classic Texts for Admap with Alan Hedges' seminal 1974 paper, "Testing to Destruction".

MT Rainey's Classic Texts: Testing to Destruction - Alan Hedges

Read Alan Hedges' full version of Testing to Destruction, first published in 1974 and republished by the IPA in 1997

Introduced by MT Rainey

It has been a great pleasure rediscovering many of the wonderful articles, essays and speeches that are treasured away in the Admap archives for this assignment.

For delicious echoes of the Mad Men era and some prescient thinking, I can recommend the speeches, as well as the ads, of Bill Bernbach, William Marstellar and David Ogilvy.

I also revisited...

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