1947 Ad Manifesto Still Holds True (for PR, Too)

Big agencies are good at systematizing strategy development, media buying and media contact management.
But can you automate creativity?
How do you keep from turning into a factory for homogenous advertising or public relations?

These question were asked 60 years ago by Bill Bernbach, as his agency began to grow. His response was a manifesto that calls for the nurturing of true creativity:
“…  [The] danger is a preoccupation with technical skill or the mistaking of technical skill for creative ability.
“The danger lies in the temptation to buy routinized men who have a formula for advertising.  The danger lies in the natural tendency to go …read more