Wednesday, January 28, 2009
And now a word from Bill Bernbach.
My boss asked me what I want him to get out of a meeting with a high-level client. I thought and thought and then I remembered this.
Rewrite it for your clients and for your agency.
It's nearly 50-years old. But it could have been written yesterday.
Avis Rent A Car Advertising Philosophy
1. Avis will never know as much about advertising as DDB, and DDB will never know as much about the rent a car business as Avis.
2. The purpose of the advertising is to persuade the frequent business renter (whether on a business trip, or renting an extra car at home) to try Avis.
3. A serious attempt will be made to create advertising with five times the effectiveness (see #2 above) of the competition’s advertising.
4. To the end, Avis will approve or disapprove, not try to improve, ads which are submitted. Any changes suggested by Avis must be grounded on a material operating defect (a wrong uniform for example).
5. To this end, DDB will only submit for approval those ads which they as an agency recommend. They will not “see what Avis thinks of that one.”
6. Media selection should be the primary responsibility of DDB. However, DDB is expected to take the initiative to get guidance from Avis in weighing of markets or special situations, particularly in those areas where cold numbers do not indicate the real picture. Media judgments are open to discussion. The conviction should prevail. Compromises should be avoided.
Posted by George Tannenbaum at 10:11 AM