Avis, DDB set the bar

The following is an excerpt from ex-CEO Robert Townsend's new book, The Organization, where he explains how to do effective advertising. This is the same man who approved the Avis, we try harder campaign.

Source: Brand DNA

Comments

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Great agreement! I just wondered if the campaign's success proved the approach to be right, and it did: revenue up from $34 million to $38 in 1 year, market share up from 11% in '62 to 35% in '66, and profits for the first time in 13 years. Will tell this tale to clients from time to time.

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[davi]

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