Recently I got an info kit from the ad agency Energy BBDO. In the prospectus it contained a remarkable bit of copy that sums up the value of creating advertising for a client and I can’t get it out of my head:

The Work. The Work. The Work. – In the tradition of all BBDO offices, we are dedicated to producing work that meets a high standard of creative excellence. After all, the work is where the brand meets the consumer. It touches their hearts and minds. And it is what leads to the sale.

Remarkable. I’ve been doing this for several years and I’ve never heard the urgency and importance of advertising summed up quite so eloquently as that second sentence. It’s “where the brand meets the consumer.”

The Point? Remember that your advertising campaigns are on the front lines with your customer. Pretty simple when you think about it.