What ad-people are doing

We are not hidden persuaders.
Or even partially glimpsed persuaders.
For me never we were in the business of persuasion.
Nor are we in the message business. We are publicists.
And our true contribution lies in the transformation of the generic, the un-ownable, and the otherwise meaningless into something compelling, interesting, memorable, and yes, useful for consumers as they make their purchase decisions.
And if that’s not magic, I don’t know what is.
— Martin Wiegel