We don't ask research to do what it was never meant to do, and that is to get an idea.
Nothing is so powerful as an insight into human nature . . . what compulsions drive a man, what instincts dominate his action . . . if you know these things about a man you can touch him at the core of his being.
In advertising, not to be different is virtual suicide.
If your advertising goes unnoticed, everything else is academic!
An idea can turn to dust or magic, depending on the talent that rubs against it.
Advertising isn't a science. It's persuasion. And persuasion is an art.