From the Cave

Great advertising is not about excel spreadsheets, gigabytes of "essential" data, endless meetings, research, committees, or all-embracing strategies. It never was. No Sir. Yet some people still believe it is, just like some people still believe that problems could be solved with more taxes or giving more power to the government. Great advertising is a discovery. It's an act of refinement. You need to stand for what you believe in, even if it sounds crazy.