When Watson asked Sherlock Holmes how he always managed to see things that were invisible and relate them to the case, Holmes replied: 'Invisible no, Watson, just unobserved. You did not know where to look, and that is why you overlooked it. If I discovered it, it was only because I was searching for it.”.

Something similar occurs in the field of advertising. It is important to have an inventive approach, a spirit of discovery, An enthusiastic way of looking at the world. That is how original responses are obtained - by avoiding boring, routine reactions, by searching for things that are new, different, good and groundbreaking in our everyday lives.

¿What about you? What is your approach?