A good number of people working in advertising came into this business because they love his phase, when the message takes form and is sent to the recipient via handmade paper, or in a bullet or in a bunch of wild flowers. It depends upon the target.
We carefully select creators with a special set of screws — to have a crazy idea, you just need to loosen a couple of them; but right afterwards, you have to check whether the idea is doable, and for that you need to tighten all of your screws again and keep everything together. When your idea is ready, you start working on the mechanics to implement it — in as much detail as possible. Where we are moving, what we are doing, what we are asking our audience to do, and what sort of carrots are up for grabs.