People in glass houses…

Fresh from announcing our decision to guarantee positive ROI for all our client work, the godfather of direct marketing Stan Rapp’s comments on advertising had particular resonance when I interviewed him in Chicago recently. What did he say? “Advertising is the only business in the world that lives with 50% waste.”

Perhaps Advertising Age might be regretting naming him one of the 101 people who shaped advertising in the 20th Century?