A communicator must be concerned with unchanging man with his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own.” It is fashionable to talk about changing man. It will take millions more for them to even vary. Bernbach said, “It took millions of years for man’s instincts to develop. A cure our industry really needs right now. I also think they are a large dose of common sense. I have used them liberally in this article because they prove that the important stuff really hasn’t changed in 70 years. While writing this I found some fantastic quotes from Bill Bernbach the founder of DDB. Anybody remember Vine? How about Google glasses or Pokemon Go? I can remember being in meetings where I was told they were going to be the answers to everything. And, some things that are new and are acclaimed as the answer to everything often are not. However, if there is anything, I have learnt in my time in the business is that the important things don’t change because they are true. In advertising, we love anything that changes because it means opportunity and more money. Mark Ritson coined the beautiful and very apt phrase ‘change porn’. In my defence, I felt I had to because in the last 8 weeks there have been an endless torrent of articles about how things will change often written by people who have never had to make anything the public saw. I have been in advertising for twenty-five years and I swore I would never write a ’Ten rules of’ article. “Hell, there are no rules here – we’re trying to accomplish something.” – Thomas Edison A blog by Damon Stapleton, regional chief creative officer, DDB Australia and New Zealand.
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