Há grandes publicitários que pelo dom das suas palavras conseguem deixar frases que se vão perpetuar para sempre. Frases que devem ser lembradas, não como meros exercícios de retórica, mas sim como algo mais – mensagens que devem ficar guardadas na mente de um publicitário.
Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.
The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its ‘product’ cannot be turned out on an assembly line.
Enquanto uns choram, outros fabricam lenços.
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
In fact, I argue that the future of advertising, whatever the technology, will be to associate each brand with one word. This is one word equity. It’s the modern equivalent of having the best site on the high street, except the location is in the mind.
Neste momento, a publicidade está muito parecida com o futebol: tem muito famoso, poucos que fazem gol e muitos que correm para abraçar.
Don’t surround yourself with “yes” men and women. Stay close to people who aren’t afraid to tell you when you are wrong. You need people around you that you can trust to say “that’s a shit idea”. Every McCartney needs a Lennon.
Sir John Hegarty
To be considered a success in life you must own your first Rolex by the age of fifty.
Programmers are the new copywriters and art directors of the digital age.
People hate advertising until they sell their car or washing machine.