John Webster & Research - Sarah Carter

You can count the number of Creatives who embrace research on one finger. The rest of us desperately try to fight it with lines like 'you can't research original ideas', 'the group gets lead by its most vocal member', 'the public can only judge finished ads, not research material', and on and on. Good arguments. But the argument against is better - John Webster. Once delivered, it's hard for us…