No, this is not a sales pitch. Not a good one anyway.

If you’ve worked with me before, you’ll know I’m a sucker for good data. It guides me, helps me make decisions, allows me to give educated advice to my clients and colleagues, teaches me about my customers and adds tangible value to creative work.

It makes things easier, creates logic, develops a nice and cosy blueprint. But it also skews the playing field.

"The problem is that while I take comfort from a clean and tidy serving of objective evidence, so does everyone else."

It’s out there to be explored, desiccated, sold, and used by whoever has the most resources.

What’s left then? What’s that something that is unique to oneself?

We’re still in marketing. This isn’t fine art or self-expression but in the end, what it really comes down to is the idea, the concept, the intuition.

Big time Mad Man Bill Bernbach once said: “It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.”