We try to entertain first, advertise second. When you find out that it's sponsored, we've already won you over. We try to make it obvious that the brand has made it better.
Sentiment: NEGATIVE
As we've come along, we've educated our audience, getting them to understand that brands do not compromise entertainment. For us, they enhance it. They enable it.
We try some really interesting things besides being outright commercial.
The interesting thing about advertising is that the things that annoy us sometimes about it are really human. It's us looking at ourselves - and like all human endeavors it's imperfect.
You have to prove that the Freberg way will sell their product better than if they just did straight advertising. Whenever I give a lecture or seminar, that's what I try to get across to people. I hear very few radio commercials that sound like I could have written them or that they got the idea.
There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.
When you invest in high-quality brands, it pays off with high-quality audiences and, ultimately, high-quality advertising rates.
Advertising is - quite often - alive to our real needs. It's just the products on offer might not be the things that will help us satisfy them.
If you think I've got a lot of sponsors, you should see the stuff I turn down.
If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.
I love my sponsors. They make things so much fun for me. We do really fun and exciting things, so I always have a blast. It doesn't ever seem like work.