Proof that agencies can be big without being dumb. The moment of victory is precious but fleeting; the greater value comes from the culture that winning creates. However, the acme of success must be to win both a Grand Prix at Cannes and a Grand Effie. This happened for the first time with our film Evolution for Dove, in 2007 (see Hall of Fame case, pages 44–45). “Big we were, and dumb we would be unless we behaved as if we were small.” ART OR SCIENCE? David did not like the word “creativity”. He described it in Ogilvy on Advertising as “hideous”. Rather, he saw himself in the business of inventing ideas. I think this repugnance for a word, which has, after all, become so widely accepted as a description of what entire industries do, came from a very visceral reaction to the over-statement of those who have argued – then and now – that advertising is exclusively an art and not a science. This precious and self-indulgent mindset led to