THE THINKING OF AN INNOVATION CONSULTANCY MEETS THE DOING OF AN ADVERTISING AGENCY. We believe that brilliant advertising is critical, but it must follow meaningful innovation. The two are inseparable. To cut through indifference, a company has to invent something worthy of advertising. As Bill Bernbach used to say, “nothing kills a bad product faster than good advertising.” And vice versa. Performance still matters. But no amount of craft is going to overcome a tired business concept.