John Webster & Research - Sarah Carter

You can count the number of Creatives who embrace research on one finger.The rest of us desperately try to fight it with lines like 'you can't research original ideas', 'the group gets lead by its most vocal member', 'the public can only judge finished ads, not research material', and on and on.Good arguments.But the argument against is better - John Webster.Once delivered, it's hard for us sceptics to know where to go.He loves research.He does the best work.So why did he embrace it?How did he use it?And why doesn't everyone who loves his work follow his lead?I asked these and more to Sarah Carter, Adam&Eve/DDB Global Planning Partner, who worked with John as his planner for over fifteen years and who knows how many ads.Hope you enjoy it.