Art Nouveau

Oct 01, 2001

Michael Guarini, MD, managing director,Ogilvy Healthcare
"Great communications are based on one key insight. The Discovery Group forms part of that foundation. If you go out and ask the same questions in the same old way of the same people, you keep getting the same old answers.

"It is incumbent upon agencies to push the envelope. Invariably, clients say they are shocked and awed that they have been in the business for so long and have never heard people talk about their conditions that way. It is sometimes shocking to tell veterans something new, because what people say they do and how they behave are actually very, very different."

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