Controversy of Advertising or Advertising for Controversy

Being a recruitment consultant makes you meet so many diverse people from diverse backgrounds and discuss their specific manpower requirements (I know it sounds crude, but thats what talent, human capital & other such fancy names are).Its quite interesting when you get to hear some real 'path-breaking' manpower requirements from people.
The last time I was sitting with a Copy Head of a leading advertising agency here at Pune trying to get a brief about his urgent requirement for a Copy-Writer it got me thinking really beyond the scope of recruitment.The requirement sounded something like this: I am looking for very dynamic copy writer, with about 2-3 years ofexperience, with an impeccable English language skills & whos done some path breaking work which incidentally does not happen in Pune advertising circuit.
He went on discuss the scene of advertising in Pune where creative guys dont get enough opportunities to vent out their creativity. True, I said, look at the work around and really makes you think about the creative quotient of Pune. I know its quite a debatable issue this. But what got me thinking is when he told me about the creative culture at their agency where they encourage their creative talent to create controverisal work,something that rocks & shocks world.
Hmmm, now thats something which is interesting I thought.
So what makes a great piece of communication? Is it the controversies or the simplicity? I always thought its simplicity which creates great & lasting communication. Look at Fevicol's communication very simple & very memorable. Anyways the point here that I am trying to make is that should you ever start the creative process with an objective which is to create a controversy I am sure you will endup making something which is short-lived for sure. I bet Alyque, the creator of some of the most controversial communications (Kamasutra & Lyril) of his times will also agree to this. Also when you groom fresh talent with this objective you will create a talent pool of creative guys who can't think of anything beyond controversy and their creativity thrives on controversy. They will always look at opportunites to create elements in their communications which create controversy, even if it never exists. The worst scenario is when the creative quotient of the creative person willbe benchmarked against so called controversial pieces of communication.

I think the copy head & the agency need to do an introspection of their orientation towards what makes a truly great piece of communication before the hire people & groom them, lest it becomes an agency creating only controversies & no communications.