An odd thing is happening in the advertising world. We are becoming more and more
conscious of numbers: balance sheets, profits, merges, staff sizes, compensation,
costs, cost per points, efficiencies return on investment. At the same time, while we
are preoccupied with measuring all of these things, we are becoming much more
sensitive about creating advertising that "touches" people from the inside out. While
we are, in fact, still not able to measure whether or not we are really touching people
with advertising, we are acting like we can and do. This is turning into a good thing.
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