💎 On advertisers’ biggest decision being how much to spend (rather than how it’s spent)

Everybody who’s written anything half-way useful about adverting has agreed that the most important decision a client company makes about advertising is the decision to advertise in the first place. The difference to a company’s long-term prosperity between advertising and not advertising is infinitely greater than any decision it might make between two alternative creative approaches or two competing advertising agencies.

But that, of course, is a very generic point of view. And agencies like all competitive brands, have little to gain from generic truths.

Excerpt from: Behind the Scenes in Advertising, Mark III: More Bull More by Jeremy Bullmore