Creativity is the most practical thing a businessman can employ.
Advertising doesn't create a product advantage. It can only convey it.
The most powerful element in advertising is the truth.
There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
Is creativity some obscure, esoteric art form? Not on your life. It's the most practical thing a business-man can employ.
In advertising, not to be different is virtually suicidal.