Nobody ever arrives at a very big idea through a conscious, rational thought process. It comes from your unconscious.
The consumer isn't a moron; she is your wife.
It's not creative unless it sells.
Don't hire a dog, then bark yourself
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.