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Ideas and technique in radio promotion with case studies and the Earshot podcast.

Bill Bernbach says…

This photograph is doing the rounds, thanks in part to the permanently entertaining Mark Duffy.


The quote is from a giant of 20th Century advertising, Bill Bernbach. He’s the the B in DDB, the global advertising group behind London’s Adam & Eve DDB.

Wouldn’t it be better for listeners, advertisers and our station brands if every copywriter, producer and journalist making radio today understood his words?

“The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly.”

It may be another Friday afternoon of deadlines but let’s make time to be interesting. It takes us closer to trust.

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