Creativity in advertising is not for the sole gratification of the creator. It must touch and please other people with the singular goal of selling them.

Many times what pleases us, pleases others as well. But many times people fall in love with an idea through the very narrow lens of their own delight. They give into the temptation, get caught up in the excitement of their funny gag, their clever line, their innuendo. The consumer is nowhere to be found and a sale not even in the conversation.

Great marketing people know all communication must go through the lens of the brand, and great work is a shared pleasure between the consumer and the creator.

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