“It’s as much art as it is science.”

I heard myself say that at the best Ohio ad agency this week… and vomited a little in my mouth.

In advertising, the age-old argument of “Art vs. Science” is a false dichotomy that misunderstands both. Art (creative) doesn’t seek the abstract, and science (analytics/measurement/effectiveness) doesn’t seek certainty.

Both seek understanding. They feed off of each other to make something better.

You need art and science┬áto accomplish the client’s goals.