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»If
your ad is not built on top of a good idea, it will pass, unrecognized,
like a ship in the night.« (David Ogilvy)
Ideas function like metaphors, they transform complex contents
into an intelligent image, which puts the message into a new
context to make it comprehensible. Strong ideas do not happen
by themselves. One has to prepare the soil and give them the
best support in order for them to grow. We love ideas and the
thoughts about communication. Perhaps that is the best of all
prerequisites. |
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