1. Money  Discuss in my forum  Always Consider The Media as Well
as The Message  WHERE You Advertise Is Just as Important as What
You Say   Sign in forest Image via Getty Images  Way back in the
day, when I first started peddling my book to the advertising
agencies in London, I received a lot of feedback on the ads that
it contained. But one thing stuck out, and stays with me to this
day.  A very talented creative director talked about the
creativity I had used in the ads, but told me the creativity I
has used in their placement was non-existent. As a student at
the time, I just scratched my head. "Well, these areprint
ads…these are billboards…these are TV spots."  He just shook his
head, leaned back into his well-worn leather chair, and told me
a story of a student team who had brought a portfolio of ideas
into him. They weren't very polished. They were dull in places.
He recalled seeing an ad that was simply white text on a black
square. It read (and I paraphrase as it was so long ago now):
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