Let’s all be honest, anyone can come up with a good idea for an ad.

Find a catchy line, a funny joke, an unsettling visual, and you have your campaign.

And in most cases, that’s all you need, to feel like you’ve done your job: your billboards are out there, you radio ad is being broadcast and for some arcane reason your banners are getting clicks.

All fine, right? End of the article, is it?

Maybe.