The first job of an ad agency is to look at your product in every imaginable way: frontwards, backwards, sideways, upside down, inside out. Because somewhere, right there in the product itself, lies the drama that will sell it to people who want it.
There may be 10,000 ways to bring that inherent drama to the stage. And given a world in which “me-too” products multiply like mayflies, the drama may seem that much harder to find.
It is.
But every good product has it.
And every good agency finds it.
– an ad for the Leo Burnett ad agency, quoted by Joseph Sugarman in “The Adweek Copywriting Handbook” (2007)
