The purpose of this paper is to suggest a sequence of creation which will enable the intermediary (the Creative Director, the copy-chief, the Account supervisor) to obtain advertisements which will satisfy the criteria of both the creative man and the research man. Such immaterial things as inspiration, imagination, taste, are difficult to regulate and to codify. However if creative people work in total freedom, results can be very disappointing marketing wise, I have tried to devise a process acceptable for both the marketing man and the creative man. If we want to obtain results we need a professional approach. As we all know, in advertising creation, genius is no substitute for talent.