Jef I. Richards quotes

Creative without strategy is called 'art.' Creative with strategy is called 'advertising.' (Jef I. Richards)
While it may be true that the best advertising is word-of-mouth, never lose sight of the fact it also can be the worst advertising. View quote
Jef I. Richards
There's so much truly putrid advertising out there it's embarrassing. But not all advertising is bad. Some of it is really quite mediocre. View quote
Jef I. Richards
Creativity is an advertising agency's most valuable asset, because it is the rarest. View quote
Jef I. Richards
Advertising is totally unnecessary. Unless you hope to make money. View quote
Jef I. Richards
Is advertising a profession, like law or medicine? How many new parents clutch their baby to their breast and declare, 'I want this child to grow up to be a media planner'? View quote
Jef I. Richards
In advertising, sex sells. But only if you're selling sex. View quote
Jef I. Richards
The Death of Advertising? I think that's in the book of Revelation. It's the day when people everywhere become satisfied with their weight, their hair, their skin, their wardrobe, and their aroma. View quote
Jef I. Richards
I believe 'credibility' is one of the biggest issues yet to be addressed by Internet advertisers. View quote
Jef I. Richards
If its not done ethically, advertising won't be trusted. If consumers don't trust it, advertising is pointless. View quote
Jef I. Richards