The mildly infuriating part of this is that art and science would ever be separate in an ad. Art without science is decoration. Science without art is boring.
This misguided idea that advertising is purely “creative” is what plague’s the industry. We already know what works; every time an agency tries to reinvent the wheel, I shed a tear for the money flushed down the toilet. It’s sad that so much client money gets wasted in untested and unproven advertising methods.
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