Despite the huge quantities of my life I've spent creating adverts, all the speeches I've given to creative directors... to clients... I had never been able to silence a nagging doubt at the back of my mind... does advertising actually work?

Until now.

Yesterday I was watching TV with my 3 year old daughter.

When an advert for 'Cheestrings' came on, she turned to me and announced: "Daddy, we need Cheestrings."

There it was, the 'desired consumer response' you see on the brief. It was instant. It was sincere. It was desperate.

Of course, as adults we learn to hide it. Or internalise it. But it's still there.

I think...

Does anyone else have secret doubts over whether what we do actually works?

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