Artsy people are handy to have around, despite the clunky shoes and strange hair colors. But they need a sense of direction, and that's where the suits are so valuable.

Without market research, competitive analysis, and strategic goal setting, your ads might look pretty cool, but do they reach the right people with the right message to motivate them?

That's where marketing makes the difference. Not only do you reach the right people, but with response analytics, you discover how well your advertising is working, and can then adjust the campaign to make it work even better. Almost as cool as the art department.

It's amazing how good our marketing people are. They do all this market research, analyze the client's situation and competitive environment, write comprehensive marketing plans, invent ways to measure their own effectiveness, and then revise the marketing plan and advertising if necessary to improve the results.

It just bugs the artsy types that they take what's already perfect, and try to make it perfecter.