Though humor is used, the message is pretty serious: if you're going to enjoy tequila, you'd be foolish not to use the best tasting tequila in the world.

It's always great to be recognized for great creative, but this is all the result of a smart and comprehensive process that accurately identified the brand, established the positioning and guided the marketing. Marketing a hospital is a difficult challenge, and these awards are a testament to the entire branding exercise that is necessary to achieve success.

You can have whatever viewpoint about the war that you want. In fact, we have a few different ones at the agency. It's irrelevant. What's important is that these are 18-year-old human beings, Americans, who are under stress.

We approached this very carefully.

We've always felt that no other agency could match our creative strengths in retail advertising, and this year's continued success at RAMA is a testament to our ability in marketing leading retailers.

Pulp magazines were pretty much the principal form of inexpensive literature in the first part of the 20th century. If you wanted to read something and didn't want to spend the money on a hardcover book, you would go to the news stand and buy a pulp fiction magazine.