Company, a role in which I was to succeed him. He had been at his agency for only 21 years, compared with Stanley Resor’s 45 years at J. Walter Thompson and Albert Lasker’s 40 years at Lord & Thomas. The present President of Young & Rubicam has said that ‘Rubicam played a marvelous dirty trick on the rest of us – he didn’t leave behind a list of rules.’ He did, however, leave behind an aphorism which appeals to the present generation at Young & Rubicam: resist the usual. Or, as his copy chief Roy Whittier put it, ‘In advertising, the beginning of greatness is to be different, and the beginning of failure is to be the same.’ A point of view which was shared by Bill Bernbach. I knew Rubicam for 40 years, longer than any of my other giants, and loved him more.