"If its not done ethically, advertising won't be trusted. If consumers don't trust it, advertising is pointless."
"Love all, trust a few, do wrong to none."Jef I. Richards on William Shakespeare
"For every good reason there is to lie, there is a better reason to tell the truth."Jef I. Richards on Bo Bennett
"The trust of the innocent is the liar's most useful tool."Jef I. Richards on Stephen King
"Learning to trust is one of life's most difficult tasks."Jef I. Richards on Isaac Watts
"Trust yourself. Create the kind of self that you will be happy to live with all your life. Make the most of yourself by fanning the tiny, inner sparks of possibility into flames of achievement."Jef I. Richards on Golda Meir
"Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'"
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