Yes, but there must be some hunting. At the beginning, when starting up, ooh, say, a magazine, I think you need the hunter. Or, as our director of advertising puts it, the tigress. What she does is creates the brand, hence your first ad person must represent everything you stand for. In her visits, she creates the magnet, birdseed, whatever analogy you wish to use. As the brand takes hold, then you no longer need to chase, or, rather, there is less emphasis on it. (We would never give up our Lisa though. In Auckland, she is the Lucire brand.)

Good point but if you take the hunting startegy further - in Tiger hunting - they often used bait.

No doubt the hunter needs to know a lot. But until the gun, men and all other predators have to get vvery close to their prey. Many use a lure or bait of some kindd.

It is the gun that took much of this requirment away - is not part of modern media a bit like usiong a gun that strikes from far away and that can disconnect the hunter from the prey.

Even in warfare before the gun, and now electronics, we smelt out opponent and we felt our weapon enter his body. No disconnect here.

Last thought - remeber school? Was the Can I be your friend strategy generally suessful. Did not being cool have better results?