Few copywriters share my appetite for research. The late and great Bill Bernbach, among many others, thought that it inhibited creativity. My experience has been the opposite. Research has often lead me to good ideas, such as the eyepatch in the Hathaway campaign.

I have seen ideas so wild that nobody in his senses would dare to use them - until research found that they worked. When I had the idea of writing headlines for French tourism in French, my partners told me I was nuts - until research revealed that French headlines were more effective than English headlines.

David Ogilvy

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