It’s not creative unless it gels – sorry Mr. Ogilvy!

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.

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