Trust is the one asset every campaign either builds or spends. Claims must be true, complete and fair to the customer and to the competitor.
Trust is the one asset every campaign either builds or spends. Claims must be true, complete and fair to the customer and to the competitor.
Ogilvy: "Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine." (Confessions) Hopkins: "To attack a rival is never good advertising."
