Creative Philosophy

The Code: Never do slow what you can do fast. And vice versa. Never underestimate the power of a small determined force. Make no compromises. Take no prisoners ...unless they can be traded for something more valuable. Never underestimate the intelligence of the consumer. Never underestimate the power of a big idea to change the way consumers think about something. Get the thinking right first strategic insight is where creativity begins. Create programs, not just campaigns, that promote true integration and brand cohesion. Create the conditions under which everyone can do their best work.

Results are way more important than awards - accountability is all that counts. Show no media bias. The client is not the enemy. Research is a great tool, but recognize that nothing new or different ever got through a focus group in one piece. Employ taste, style, wit, and intelligence. Buy and use the client's products/services experience the brand first-hand.

Don't be afraid to take risks. If you take a risk you might fail. If you never take a risk you will fail. Good advertising brings people to the truth that much quicker. Everyone on the team is empowered to speak up if they feel the thinking or the work is wrong. Good ideas can come from anywhere. The ability to listen well is the highest form of creativity.