Creativity Creativity is an advertising agency's most valuable asset, because it is the rarest. Jef I. Richards 0
Trust If its not done ethically, advertising won't be trusted. If consumers don't trust it, advertising is pointless. Jef I. Richards 1
Lose 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. Jef I. Richards 1
Art Creative without strategy is called 'art.' Creative with strategy is called 'advertising.' Jef I. Richards 0
