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“It may well be that creativity is the last unfair advantage we’re legally allowed to take over our competitors.” – Bill Bernbach.
The Michelangelo of modern advertising said this over 60 years ago and its truer today than it was back then. Getting your message to your desired audience is critically important and technology serves to make this ever more efficient. But to be effective, what you have to say is far more important than how it’s disseminated.
The power of creativity can change the world – no media plan can do that – and that enormous value creation is why creative is well worth paying for.