Howard Gossage and the "Unified Field Theory of Advertising"
“People don’t read ads. They read what interests them. Sometimes that’s an ad.” — Howard Luck Gossage.
It would be hard to write a more brutally honest quote about advertising. On the one hand, it removes any possibility of “high horsing” about what we do. On the other hand, it gives us a way forward. A difficult way, but the right way: be interesting. Gossage established the rule for successful advertising in just three short sentences. That’s why we love him at Lemmon/Hughes.