EDITOR'S NOTE: When I first got into advertising, I thought my job was to dazzle readers with cute visuals and clever headlines. Thankfully, I worked with a few people who knew better. Today when I evaluate creative, I ask two questions. "What are we trying to say?" "Is this the best way to say it?" This is from the agency that eventually became Foote, Cone and Belding. The message is 70 years old. Yet many agencies today still don't get it.