"If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail"

This quote by Morris Hite highlights the significance of having a strong concept at the core of an advertising campaign. He is stating that no matter how well the execution of the campaign is, if the idea behind it is weak or nonexistent, it will not be successful. This is since a strong idea is the structure of any successful ad campaign. Without a good concept, the project will do not have direction and will not be able to effectively communicate its message to its target market. Hite's quote is a suggestion that the concept behind an ad campaign is simply as essential as the execution of it.