By Hamish Pringle

1. A “no” is far more distinctive than a “yes”

When the start-up Abbott Mead Vickers declared that it would never work on a cigarette account, many other agencies were making a great deal of money from the tobacco business. It also said it wouldn’t work on toys. It really was a manifestation of Bill Bernbach’s “A principle isn’t a principle unless it costs you money”.

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Source: The Drum