believes that, in a profession like advertising, creativity is of essence, but what's more important is connecting with the target audience.

"While I do not believe that creativity can be dissected, originality of thought is important. If you are not an original thinker, quit creativity and join some other field,

"People must remember that an advertisement is not just about satisfying your own creative hunger, It's a means of communication with an objective in mind, that of informing the consumer about your product and, eventually, increasing its sales. Which is why you need to know what you want to convey, and this applies to advertising, literature, films or any other field."