Quote 1: “Don’t let quality control get in the way of quality creation”-Nick Southgate, planning

partner, Grey London

Quote 2: “Advertising is fundamentally persuasion and persuasion happens to be not a science, but

an art.” Bill Bernbach

Quote 3: “Research can trap you into the past”- Bill Bernbach

Quote 4: “As an industry, we too rarely speak about ‘effectiveness’. We tend to speak about

‘creativity’, as if these two phenomena can be separated. That’s ridiculous.”- Brendan Ryan

Quote 5: “Committees can criticize advertisements, but they should never be allowed to create

them.” David Ogilvy

Quote 6: “Much of the discussion among Marketers about the so-called ‘Multi-channel shopper’ has

focused almost exclusively on the channel and hardly at all on the shopper”- Dr Alan Treadgold, Leo

Burnett

Quote 7: “Advertisements may be evaluated scientifically; they cannot be created scientifically.” Leo

Bogart

Quote 8: “For good ideas and true innovation, you need human interaction, conflict, argument,

debate.”-Margaret Hefferman

Quote 9:“Traditional measurement has been so comprehensively attacked it is amazing it is still

used.”- Peter Field

Quote 10: “Research is about engaging in a conversation with a brand”-Matthew Rhodes