Howard Sawyer, a Vice President at Marsteller, Inc., expresses skepticism regarding the commonly held belief that creativity is the primary strength of advertising agencies. He argues that often, advertisements are overly creative, prioritizing high reader engagement over fulfilling specific communication objectives. This tendency can lead to ads that are more about showcasing the agency's creativity than effectively delivering the intended message.

According to Sawyer, the focus should be on achieving clear communication goals rather than merely aiming for self-satisfaction or acclaim for creative work. This critique highlights a potential disconnect in the advertising industry, where the measurement of success sometimes comes from creativity scores rather than from the effectiveness of the message communicated to the audience.