David Ogilvy had quoted the advertising mantra of Benton
& Bowles ‘it’s not creative unless it sells’ in his iconic book on
advertising, and it became inseparably associated with him. One of the most ubiquitous
advertising quotes, it has valiantly stood the test of time. However, the
Internet and Social Media have changed the dynamics that made the world tick in
the Mad Men days, when giants like Bill Bernbach and David Ogilvy ruled.
‘Unless it gels’
‘It’s not creative unless it gels’, is just a two letters
variation of the original but reflects a deep shift in the way the world
communicates today. Gone are the days when an advertising campaign with
adequate media budgets was certain to deliver results.
Enter 'unless it gels'. Read more...