“Give me the creative freedom of a tightly defined strategy.” Norman Berry

If an ad is to be successful, it must be so arresting, persuasive, clever and maybe even fun, that it pretty much tricks the audience into internalizing its oh-so-important message. The reader is captivated by its artistry and led happily — a bit unknowingly — to its message. Yet it is the business-like strategy — the armature of a clear message — on which the whole clever enterprise rests. The reader, viewer or listener should never be aware of the creaking machinery of message — that is, until he or she has taken it as gospel.

Here, for your reading pleasure, are chapter and verse.

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