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Because people are analog and we have feelings, hopes and desires, successful advertising combines art and science, media and message, paid, owned and earned and a lot of combinations of the analog and digital world.
We strive to create and deliver magic moments, serendipitous, but that does not mean they are beyond our grasp. The excitement is in the prospect of increasing our chances of summoning the magic moment. We can summon it from the heavens. While there are no absolute assurances, we can increase the odds.