Don’t Put Your Principals In A Parade, Show Me Your Principles In Action

Bob Hoffman of Hoffman/Lewis in San Francisco is offering a hell of a lot of value on his site of late.
Just the other day, he framed the dance clients and agencies do quite nicely.

There is one question every client should ask a prospective agency, and if you’re in an agency it’s a question you should be able to answer. The question is this:

    What are the principles by which you create advertising?

By way of example, Hoffman says, “Advertising is only effective when it is entertaining,” while totally wrong, is a principle.
“Serve the client at all costs and without question” is the principle I’ve seen in action more times than I care to recall.
Maybe I’m defective as an ad man, but I don’t see the job we’re hired to do through that narrow fear-smeared lens. The job is about pleasing customers.
Please the customer, please the client. That’s the principle by which I create advertising.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.