A great ad needs a great client/' Good advertising challenges our preconceptions with new words, new images, and new ways of looking at the world. Good clients know this and are not scared off by the unfamiliar, the unsafe. If communications don't challenge received opinion, there is little hope of changing buying (or, in our case, prescribing) habits. A client who is convinced of the necessity of advertising, a client who expects tangible results from Inis advertising, a client who is proud of his advertising—that client will inspire his agency to superior performance. Fortunately, our industry has had plenty of great clients, as the ads in this volume demonstrate. The work in Medicine Avenue is the result, therefore, of collaborative efforts to which client and agency have contributed. Together with our clients, we have captured the imagination of physicians and turned a nascent industry into one of the most successful businesses in the world today — F.H./J.K.
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