In his dense but thoughtful book, The Act of Creation, Arthur Koestler says this: ‘Language itself is never completely explicit. Words have suggestive, evocative powers; but at the same time they are merely stepping stones for thought. The artist rules his subjects by turning them into accomplices.’
That seems to be as good a definition as I know of the role of creative people in advertising. We have to try to turn our audience into accomplices; because if they aren’t our accomplices, they will be our challengers.