18 Quotes by Jef I. Richards

Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'

I wish all consumers were as gullible as advertising's biggest critics. Anyone who believes advertising is that powerful will believe almost anything.

In the world of commercial speech, tobacco advertising bears the earmarks of an endangered species.

Advertising is totally unnecessary. Unless you hope to make money.

While it may be true that the best advertising is word-of-mouth, never lose sight of the fact it also can be the worst advertising.

In advertising, sex sells. But only if you're selling sex.

If its not done ethically, advertising won't be trusted. If consumers don't trust it, advertising is pointless.

Is advertising a profession, like law or medicine? How many new parents clutch their baby to their breast and declare, 'I want this child to grow up to be a media planner'?

Creativity is an advertising agency's most valuable asset, because it is the rarest.