Les Binet and Peter Field are the data scientists the Wizards of Ads respect the most. The other big thinkers we respect in Advertising are Bob Hoffman and Mark Ritson. And the guys at System One are pretty awesome, too. The short video below with Les Binet is one you definitely want to see. – Indy Beagle

“I’ve come a long way to discover something I think I’ve always known. Great advertising is great for all the wrong reasons.”

“It’s not great because it differentiates the brand, or delivers a benefit, or has a call to action. No, great advertising doesn’t appeal to us as consumers. It appeals to us as humans.”

“The best advertising is great because of an indefinable quality that leaves a memorable mark – I call it ‘impressionism’ but you can call it whatever you like.”

“The very best advertising is not about benefits or features; it’s not about mysterious subconscious needs that can only be aroused emotionally.”

“It’s about stimulating the fundamentals of our humanity.”
– Bob Hoffman