Looks like you stumped everybody. I know the answer..... But I ain't telling.

You could also just ask Dave Trott - he claims to always send the suits to pick up the awards rather than the creatives behind the award-winning-whatever-campaign at all the agencies he's founded (quite a few by now).

Yes, I think so too - it's all worth it for the quote: Focus group research has created a composite No-Man who resembles no-one anyone has ever met. though. ;)

It makes so much sense I thought they were doing this already..... Or was our planner really playing hokey when he vanished from the office "on research" for weeks at a time? ;)