It pays for advertising agencies to be brave

After reading Phil Adams’ well-articulated piece last Friday ['Why bravery in advertising is a bad idea'] I have to say he’s wrong.
Advertising that plays it safe produces nothing but a ripple in a stagnant pond and means that brands go unnoticed.
The real value is in courting controversy and not being afraid of being ‘offensive’ in a smart way. Instead of a ripple, create a tidal wave for brands. Being extreme cuts through the noise and creates consumer conversation