Seemed to have confused a couple of people with the previous post. So to explain. Too often in the communications industry we worry about intellectualising the approach rather than concentrate on the end-goal, creativity. So we often end up with intellectually consistent advertising - which doesn't work.
The analogy would be using a 10 point check list to evaluate the great works of art. You just can't imagine kids playing Top Trumps - French Renaissance 14c edition.