You can’t bore someone into buying something.

Great creative work matters because people don’t get erotically charged thinking about a media schedule*. You can identify your demographic. You can historically analyse, socially profile, behaviourally segment, statistically forecast … and all for what?

If you don’t have an emotive and distinctive way to get noticed and remembered; you have nothing.

Do creative work that deserves to exist. 

*Okay … some people get erotically charged by media schedules; they call themselves ‘Planners’.