Creativity Creativity is an advertising agency's most valuable asset, because it is the rarest. Jef I. Richards 19
Trust If its not done ethically, advertising won't be trusted. If consumers don't trust it, advertising is pointless. Jef I. Richards 20
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 36
Art Creative without strategy is called 'art.' Creative with strategy is called 'advertising.' Jef I. Richards 21
