One Great Insight Is Worth a Thousand Good Ideas
IN THIS SUMMARY
We bring good things to Life. It's Not TV, It's HBO. Visa: It's Everywhere You Want To Be These aren't just advertising slogans; they're game-changing insights. And according to ad industry legend Phil Dusenberry, whose team at BBDO created these and many other brilliant campaigns, one great insight is worth a thousand good ideas. An idea can lead to one clever commercial. But a true insight can define a brand for years and transform an entire industry. Dusenberry, who turned BBDO/NY into a creative powerhouse, shares his best advice and funniest stories in this entertaining yet practical memoir. Many things have changed since he started writing ad copy, but his insights are as true now as they ever were.