If you were a dentist, you would probably know everything about your job: the new techniques, the newest equipments and the coming seminars.

If you were a mechanic, you would have to know how the new engines or gears are and why they are different.

As a shoe seller, you would have to know everything about the Nike models, the Adidas designs and the differences between them.

Information and experience: that’s what makes you survive as a regular dentist, an average mechanic, a nice cook or a tattoo artist.

But, apparently, you don’t need that much to work on advertising.

You don’t even have to like advertising to succeed on it.

This doesn’t mean you shouldn’t.

But it is possible, not to say that is very common, to find people that sell or buy entire campaigns without studying other campaigns or cases for other brands.

People who approve, or who influence someone to approve, or even who create a text without reading a real good book in years.

People that contract expensive photography or film services with not even being curious about these subjects.

People who wake up and go to work with creativity – in the agencies or in the clients – without any interest about creativity: what is new, what is old, who is good at it, what makes other people laugh, cry, or get involved.

People without any passion for what they do for a living.

But it could be worse.

One of these absolutely uninterested people could be fixing your car right now, just before you take the road.

Or one of them could be your dentist, ready to give you an anesthesia shot.

- Fabio Seidl