GOODAD BADAD

A short course in developing your advertising instincts.From a speech given to the American Marketing Association

by Allen Kay,Chairman,Korey Kay & Partners

Dedicated to Wally Olesen, Advertising Director of Xerox during their halcyon years. A person who was born knowing more about advertising

than most people learn in a lifetime. And inventor of...

“Who gives a shit.”

Knowing great advertising is more of an art than a science. If researchhad it nailed, Procter and Gamble would never have a failure as

everything they introduce tests well. The art is being able to react to advertising you see in the office the same way you do at home----before your tie

or top button starts to choke off your sense of human. Seeing advertising as a consumer, not a computer, is what the following is all about.

Don’t suckermein.Getmyattention.

Don’t suckermein.Getmyattention.

Don’t suckermein.Getmyattention.

Don’t suckermein.Getmyattention.

“Bring the ones with no assesto County.”

Anncr: Comedy Central. You’ll laugh your ass off.

Virgin Atlantic Airways. Take us for all we’ve got.

Anncr: A message fromMembers Only.

Cop (VO): My partner’s been shot.My partner’s been shot...

Anncr: If Winston Churchill were alivetoday, which airline would he fly..?

It’s the whole 30 seconds. Not thefirst3.

“...I’ll probably wind up working in the broadcast booth...”

Anncr: Perry Ellis.Official outfitter of theGoodwill Games’ commentators.

Virgin Atlantic Airways. Take us for all we’ve got.

Anncr: NYCE cash machines. Money allover the place.

Son: Forget the bike dad, how abouta car?

Anncr: One’s got to wonder, are theyusing our seats?

Take us for all we’ve got.

It’s the whole 30 seconds. Not thefirst3.

It’s the whole 30 seconds. Not thefirst3.

It’s the whole 30 seconds. Not thefirst3.

Edge isgood. Justdon’t bite thehandthat feeds.

Edge isgood. Justdon’t bite thehandthat feeds.

Edge isgood. Justdon’t bite thehandthat feeds.

Edge isgood. Justdon’t bite thehandthat feeds.

Anncr: Remember that kid you went tohigh school with?

We send him to your house to set it up.

Anncr:Everyone want to feel important.at Wilmington Trust you are.

The automatic typewriter that’s twice asfast is made by Xerox.

Anncr: You are watching two automatictypewriters in action.

Man: I’ve called. I’ve written. I’ve sentseven fazes.

TalkEnglish. NotJargonese.

TalkEnglish. NotJargonese.

TalkEnglish. NotJargonese.

TalkEnglish.

Proxicom. E-business. Our only business“I was up all night reading about the heart, and I think Ihave a handle on it.”

“Ah-choo!”

Quarterback: Ready, hut, hut... (Crowd roars.)

Anncr: Next time get a Haworth furniture system. They’re built.

NotJargonese.

Hiton theirself-interest. Notyours.

Hiton theirself-interest. Notyours.

THERE ARE NO BAD PEOPLE, JUST TIGHT SHOES.

FABULOUS SHOES FOR ALL OCCASIONS AND FEETWIDTHS: AAAA-C. SIZES UP TO 12. MADISON AT 59TH. 212.750.2555

Hiton theirself-interest. Notyours.

Hiton theirself-interest.

“They sent a chauffeured limo right to my door.”

Anncr: Virgin Atlantic Airways. Take usfor all we’ve got.

Anncr: Everyone wants to feel important.At Wilmington Trust you are.

Anncr: Honda. The car that sells itself.“...the last thing I need is a husband witha -- confidence -- problem.”

“Look at me. I’m on my knees.”

Notyours.

Makea point.

Notajoke.Makea point.

Makea point. Nota joke.

Makea point. Nota joke.

Makea point.

Anncr: Honda. The car that sells itself.

Anncr: Ever since people started recording information there’s been a need to duplicate it.

“It’s a miracle!”

Anncr: Everyone wants to feel important.At Wilmington Trust you are.

“Those Hondas must be very good cars.”

“Tell me, where did my account go?”

Notajoke.

Thecouchtest.Ask yourself,did it... catch my attention?hold my interest?pierce my armor?talk English?center on“me”?make a point?

If so, congratulations! You’ve gotyourself a good ad.

Special credit to Tony Angotti, Lester Colodny, Lois Korey, Neil Leinwohl,Milda Misevicius, and Bill Bernbach—who started it all.

Additional credit to David Cantor, Kevin McKeon, Jim McDonnough, Cyd Rangell and Justin Rohrlich.

A lot of good work is being done by a many talented people at a handfulof creative agencies.The examples of good advertising that I’ve cited were

written or art directed by me or created at Korey Kay & Partners—because the material was at hand, the principles apply, and it is my presentation.

I didn’t feel it would be polite to point a thumb at specific bad ads. Those you can spot on your own.

The son of an ad man, Allen beganstudying art at the Museum of ModernArt in New York City when he wasonly six years old. Later, he spent sum-mer vacations working at his father’sagency, graduated with honors from ArtCenter College in Los Angeles in 1967and, two days after receiving hisdegree, joined McCann Erickson inNew York as an Art Director/Writer.

He went on to become one of themost honored Creative Directors in advertising, winning eighteen Clios,fourteen Andys, seven Effies, five Goldand four Silver One Club Pencils, theLion D’Or at the Cannes Film Festivaland six Fortune Magazine “Best ReadAdvertising” awards over a seven yearperiod.

In 1969, Allen was drafted by JackTinker & Partners to head up NelsonRockefeller’s gubernatorial campaign.

During his eleven years atNeedham, Harper & Steers/New York(1971--1982) he rose to Senior VicePresident, Creative Director and waselected a member of their board.

Allen KayChairman

Director of Strategic PlanningKorey Kay & Partners

While there, Allen used his marketingand positioning skills to craft suchnotable campaigns as the Clio Hall of Fame classic Xerox “Monk” series,the “America is Getting into Training”program for Amtrak, and the Frigidaire“Here Today, Here Tomorrow” campaign.

On February 1, 1982 Allen left hisposition at Needham, Harper & Steersto form Korey Kay & Partners. Sincethen, Allen has spent 28 hours a dayconcentrating on helping Korey Kayclients like Virgin Atlantic, the MTA,Royal Olympic Cruises and WilmingtonTrust grow their business.

Allen is also active in industry associations. He’s a charter member of the Value of Advertising Committeeof the American Association ofAdvertising Agencies and Chairman of AAAA New York Board ofGovernors for which he created theannual “Unthinkable Ideas” new mediaconference.

Active in community service, Allensits on the Campaigns Review Committeeof the Advertising Council, is on the steering committee of ABNY (theAssociation for a Better New York), ison the advisory board of PENCIL and aDirector of Y.E.S. Inc. (Youth Educationthrough Sports).

He’s a life member of The Art StudentsLeague of New York, a member of the Director’s Guild, and is a consultantto the Marketing Board of the NewYork Philharmonic.

© <Korey Kay & Partners> 130 Fifth Avenue New York, NY 10011 Tel: 212-620-4300 Fax: 212-620-7055e: akay@koreykay.com