9 Ways … 46 years later and still on the money

Back in 1963, Fred Manley, vice president and creative director of BBDO, San Francisco, made a tongue-in-cheek presentation to a local creative club on the subject of effective rules in advertising. Hal Riney created quick layout sketches for the art. Manley delivered it straight and it wasn’t until the third or fourth “rule ” that the audience began to see it as a farce. With Fred’s permission, we ran it in our July/August 1963 issue with no explanation. The response was sensational, but we also got a few letters saying: “I don’t agree with you” or “Didn’t you guys make a mistake?” It’s still our most requested article and it’s still funny.

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