When you deal with agency guys and design people and even media people trying to be marketing people, they always talk about being creative and trying to come up with the next great creative idea.

Effective marketing is NOT about creative ideas!

In fact, it is our belief that most creative types would be better off drinking a latte in some dimly lit coffee bar downtown or painting a picture on a sidewalk somewhere.

Thinking a ton about creativity just gets you in trouble, costs extra money and takes longer to get the results you need. Creativity, branding and image all go together and it's a bottomless pit waiting for you to throw you money in.

A creative ad with a poor strategy WILL NOT work