The Message

“To know great advertising, one must first learn to separate the message of an ad from the vehicle of its delivery.

Marshall McLuhan was wrong. The media is not the message. The message is the message.

Until you get your message right, there is no right media to deliver it.

So put that phone receiver back in its cradle. It’s way too early to talk to a sales rep.

What is it that you think you have to say? And what makes you think anyone will care? These are the questions that underlie great ads.”

- Roy H. Williams, Wizard of Ads