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The year was 1905. A. L. Thomas, the head of the Lord & Thomas advertising agency, was in his office with Albert Lasker, one of the firm’s partners, discussing an account.

Lasker was the agency’s rising star. At the age of 24, he was a senior partner and was paid $52,000 annually, an incredible sum considering both his age, and the year in question.

Suddenly, a knock struck the door and a messenger appeared holding a note for Thomas, which he dismissed. If not for Lasker, the note might have gone in the trash, but he intervened and asked to see it. Here is what it said:

“I am in the saloon downstairs. I can tell you what advertising is. I know you don’t know. It will mean much to me to have you know what it is and it will mean much to you. If you wish to know what advertising is, send the word ‘yes’ down by the bell boy. ” Signed-John E. Kennedy

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