Visiting Changchun, one of the world’s lesser known planned cities, with the late Tim Broadbent. Tim was a friend and ally in the pursuit of advertising effectiveness and the industry is indebted to his mastery of research – not least his warning that the stories we tell ourselves (and the market researchers) are not always to be believed. However, it is interesting to note that attempts by Heath and others to create a perfect pretest have not met with great commercial success. Maybe the answer just lies in more intelligent use of the old studies? Shortly after, the definitive proof emerged that emotive campaigns were twice as profitable as rational campaigns. It came to us courtesy of the study, “Marketing in the Era of Accountability” (2007). This should be on every student’s digital bookshelf. Unfortunately, it languishes too much in the WARC archives, while the