There can't be a creative presentation that goes by nowadays, where someone doesn't say those immortal words: "and it will create great word of mouth". Naturally, this sends the WOM purists into apoplexy: advertising can't make a brand worth talking about...it has to be worth talking about to begin with. Which I do agree with. But there is no denying that advertising can really be a catalyst of and turbo-charger for conversations. And even if it doesn't happen as often as we like to think, it's nice when it does. So this is what Bowie fans have to say about our HMV campaign.