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Bill Bernbach's words perfect for Calif. Lottery

Great column by Alison Fahey on the neverending California Lottery review [April 28]. In a nutshell, it explained a lot of the problems agencies bring upon themselves these days.

I wasn't sure if her question was a rhetorical one when she asked, "Who was it that said a principle isn't a principle until it costs you money?" The answer, of course, is Bill Bernbach. He also said, "If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find no one for you and no one against you." Unfortunately, far too many agencies stand for nothing today. Bernbach's truths are timeless and just as relevant today as they were at any time in history.

Eddie Binder
Principal
Apex Growth Strategies
Hartford, Conn.



For the Record: PHD, not OMD, is the Omnicom Group shop pitching the media portion of Nextel's $150 million account [April 21]. In a story on BAT realigning its brands [April 14], the U.S. market share of Pall Mall was misstated. The brand claimed 1.55 percent of the U.S. market as of February 2003, up from 0.77 percent in February 2002.



Send letters to Tim Nudd: E-mail tnudd@adweek.com or fax (646) 654-5365. Include name, title, company and location. Letters may be edited for length and clarity.