What separates advertising industry from every other business?
We are not duplicating our previous successes.Instead of consulting company who finds a good way to work around certain problem and then duplicates it to the other clients as many times as possible. The business model is that the every new iteration of the same project requires much less working resources, but the selling value is quite the same.
Like John Hegarty said, we do not have a warehouse full of great ads. We start from the scratch every single time.Your past successes only prove that you have had success before. It is not an indicator of the future success.
That is why you seldom get bored in a good advertising agency. Every project is a completely new challenge and you are trying to come up with something completely new. It is challenging and rewarding. It is also one of the reasons why even the best agencies do not hit home runs every single time. Coming up with a typical solution is similar as failure.
From traditional business perspective it is complete madness, of course.