The client’s goal is almost always the same:

-How to show my product/service is the most advanced?

-How to show my product/service is the best quality?

-How to show my product/service has the best ROI?


That’s why their question needs to be so sharp. Advertising shows the answer to the same question, but the answer is different for each client. However it is possible to have a marvelous question but there isn’t a creative answer for it – it is possible that the question is so sharp that you’ll have a small answer.

Eric Holden, Executive Creative Director for TBWA