Advertising has always been the 'head boy' of the communications industry, but not anymore. Now the rest - creative, digital, and media - is just as important.

I think PR people are caught in this mindset of 'control of the message.' There's a lot more freedom if you give up control. If you allow people to say things that are genuine and admit mistakes and get on.

The marketing business has been just about promoting things, but we don't believe that anymore. There has to be a societal component, too.

Richard Edelman Quotes