Draftfcb, an agency hardly noted for its stellar creative has just formed a new unit. It's called (and I'm not making this up) the Institute of Decision Making and it's devoted to finding out more about the instinctual ways that consumers behave along with the rational and emotional ones.
The goal of the unit says the comically named Michael Fassnacht is to "make strategy sexy."
Listen. Strategy shouldn't be sexy. It should be smart. Ads should be sexy.
And as for "decision making," it's not that hard. People like and are motivated by ads that are interesting and entertaining. Focus on that. Not ways to rationalize the motivation behind your crappy ads.