When has an advertising agency owner ever told his clients to spend less?

In his weekly The Ukraine Observer webcast, Michael Willard, chairman and CEO of the Kyiv-based Willard agency, says the rules of the advertising game have changed - and that’s revolutionary, not evolutionary.

Willard lists his rules for advertising, which include Rule No. 2: “It’s not how much you spend, but how effectively you spend it.” He says, “Think simple. Think local.”

“The Holy Grail of advertising is to create messages that drive people to action - not big budgets,” he says.

To hear the other four of what Willard calls his “new old rules of advertising,” go to www.Ukraine-Observer.com.

Willard is an independent advertising and public relations company which also has offices in Moscow and Istanbul, as well as affiliates throughout Central and Eastern Europe.