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 head of brand strategy and creative at Bonehook in Portland, Oregon.