insights.

Historically, ad agencies have come from either a creative, or a business orientation.

If they were highly creative, they were not all that good at understanding the business side of the client's business. And if they were very business-savvy, they pretty well reeked at coming up with creative advertising.

If recent disasters in the economy have taught us anything, it's that the business of advertising must be the creativity of advertising.

The client's advertising appears in the confusion of the clutter of ads all around us. Without creativity, the client's advertising looks like everyone else's, and it cannot possibly make an impression in the consumer's mind. The clients, all alone in their shops, can only wonder just what the hell went wrong when no one shows up at the door.

Advertising is neither a creative, nor a business proposition.

The business of advertising is to get the client noticed. And the way to do that bit of business is to be creative.