I am in Chapter 2 right now. What caught my attention in chapter 1 is: (to paraphrase) "there is no such thing as an advertising guru". I am in account management but i was mentored by an old school creative director who launched successful brands and legendary ads in Asia since the 70s. In 2003, his agency won a bid for an old brand that needs a make over. A couple of months after the relauch, Client plead to stop advertising because their production cannot meet the demand anymore. And there was no reseach, just a good feel for the market and creatives that really stick. Magic? Maybe. The things you say in your book is true, logical, highly reseached and all that but I can't help but to think about my mentor.
Well, maybe I should keep on reading...