references/schools/creative-advertising.md

# Creative Advertising

## Core idea

Turn strategy into communication that earns attention, clarifies value, and builds memory.

## Figures

- `bill-bernbach`
- `david-ogilvy`
- `rory-sutherland`

## Use when

- The decision matches the mechanism this school is designed to explain.
- The school can materially change diagnosis, choice, or measurement.

## Applied theories

- `creative-strategy`
- `proof-led-advertising`

## Boundaries

- Treat this school as one lens, not a universal operating doctrine.
- Compare with counterweights when growth horizon, category maturity, economics, or evidence point elsewhere.