It’s amazing how much of the advertising we see in the world is absolutely, completely unmemorable. Unremarkable. And sometimes even unbearable. When you think how much care, craft and cash go into making and running an ad, it seems impossible that so many of them would be so damn boring. I’ve worked with hundreds of talented, smart clients and many smart people at agencies, so why is the industry making so many boring ads? Let’s start with the things that make advertising go