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.

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.

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.

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.

There is nothing that war has ever achieved that we could not better achieve without it.