It is a common mistake to ignore history. We all do it, only realizing it in later years when what is paraded as the latest thinking starts to look eerily familiar. Those of us who have been doing media for far longer than we care to recall learned the basics of how advertising works and how smart creative and media thinking can make it work better from whoever was kind enough to sit us down to explain such things (Norman Berry and Simon Broadbent in my case).
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