ABSTRACT
This chapter is devoted to agency practice, the field in which we spent our professional careers. If one tries to observe the advertising scene from a detached and essentially technical point of view, it is difficult not to be impressed and not to respect the originality and understanding demonstrated by many of the campaigns for products in advertising-intensive product fields, the fields in which campaign development is the most difficult art. Nevertheless, if one knows how difficult it normally is to develop such campaigns, and if one adopts a broader point of view, it is hard also not to conclude that there are specific ways in which advertising practice could be improved, in both the United States and other countries.
