David Armano is on fire and right.

Logic+Emotion: Adver-Marketing: Take a Deep Look INside:
When I say creativity, I’m talking about a HYBRID MENTALITY that thinks about data, business, customers, aesthetics, language, ideas, brand and execution—all at the same time.

Please read the whole piece.
After 40 years in this business I say it's the natural thing to do. Don't laugh!