As Bill Bernbach said, “A principle isn’t a principle unless it costs you money”

In 1977, David Abbott joined Peter Mead and Adrian Vickers to launch an ad agency called AMV. 

David had lost his father to lung cancer (David's dad was a heavy cigarette smoker). That's why AMV refused tobacco client$ from day 1.

David, Peter and Adrian were also dads. They had young kids. And they believed kids are too young to filter advertising. So th…