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Screw The Lowest Common Denominator

Anthropologist, Grant McCracken, considers the Hegarty trade off.

At some point, almost all the important players in the world of marketing embraced the Hegarty trade off*. They stopped trying to appeal to everyone all the time. They gave up climbing to ever cheerier, cheesier heights of good humor. They surrendered the

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About David Burn

David Burn is the co-founder, editor, and publisher of Adpulp.com. David joined the ad agency business in 1997 as a copywriter and then worked for seven agencies in five states prior to launching Bonehook in 2010. Today, David is a writer, brand strategist, and leader of creative teams in Austin, TX.