Jef I. Richards

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

— Jef I. Richards

#art #called #creative #strategy #without

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

— Jef I. Richards

#bears #commercial #earmarks #endangered #endangered species

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

— Jef I. Richards

#almost #anyone #anything #believe #believes

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

#also #be true #best #fact #lose

Advertising is speech. It's regulated because it's often effective speech. ↗

— Jef I. Richards

#because #effective #often #regulated #speech

Advertising is the 'wonder' in Wonder Bread. ↗

— Jef I. Richards

#bread #wonder

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

— Jef I. Richards

#hope #make #money #totally #unless

Commercial speech is like obscenity... we can't seem to define it, but we know it when we see it. ↗

— Jef I. Richards

#define #know #like #obscenity #see

Congress seems to believe that 'Children are our future' is a phrase coined by tobacco advertisers. ↗

— Jef I. Richards

#children #coined #congress #future #our

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

— Jef I. Richards

#agency #asset #because #creativity #most