He doesn't do it very often but when he posts it's always well worth reading. And Richard's done it again. Really sharp, really useful thinking.
And he wisely reminds us all about Decoding Advertising. I remember reading this when I first started in advertising (largely because it seemed to be the only academic book about advertising at the time, and I thought planning was supposed to be an academic thing) and I thought it was brilliant. But then 10 years of advertising 'training' banged it out of me, and I've not thought about it until I just read Richard's post. Must revisit it. Especially since I probably completely misunderstood it.
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