That’s Quotable [Kevin Roddy]

"I believe if you want to be successful in the world of viral, you need to play by the rules of entertainment, not the rules of selling. A lot of brands might have difficulty with that. But as soon as you [sell], people say, ‘Well, I’m not going to do your work for you.’"

Kevin Roddy, Executive Creative Director of Bartle Bogle Hegarty as quoted in Fortune (October 2, 2006)