An idea can turn to dust or magic, depending on the talent that rubs against it.
I warn you against believing that advertising is a science.
If your advertising goes unnoticed, everything else is academic.
In advertising not to be different is virtually suicidal.
Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
