In the end, everything is connected and the more connections you make the more interesting your work will become.

Hegarty on Creativity by Sir John Hegaty of BBH

Advertising is most successful when it seeks to increase penetration, not loyalty.

The Participation Paradox by Martin Weigel citing Charles Graham

Sometimes consumers want to save the planet; other times they want to selfishly show their discerning taste through ‘status’ symbols or buying an outrageous luxury brand.

Brand Jam by Marc Gobé

The best briefs are when the creative team leaves the brief meeting with ideas already in their head.

If your brief is boring, or leaves the creative team with more questions than answers, or worst, demotivated, then your creative brief was a failure.

Include just enough information to spark creativity- you should be able to accomplish this in one page.

Bullshit has become such a powerful weapon that it’s hard for us to stop ourselves from using it.

We use it on consumers.
We use it on our clients.
And we are now bullshitting ourselves.

When I’m confronted with a brief, I think:

‘This could make me and the client famous.’

Sir John Hegarty for The Blank Sheet Project

Avoid too many distractions and options.

There are an infinite number of things that you could do. Determine the four or five key big wins that matter, and then let the rest of the stuff fall away.

Everything comes from your brief. The quality of your campaign is directly reflected in the quality of your brief.

Vague and imprecise briefs cost brands and agencies precious time and money in the idea brainstorming phase, and the final advertisement will probably not be something that everyone involved is happy with.

90% of my time is invested in coming up with ideas, once the client agrees on one of our ideas, that is when my job really begins.

The remaining 10% of my job is implementing that idea.

Startups don’t die because they run out of money, they die because they don’t figure out who they are.

Hampus Jakobsson for Creative Mornings (via shareableadvertising)

Creatives, the ones who would actually create your campaign, may have worked for multiple different agencies throughout their career, so the most important test is to ask questions about the agency’s philosophy to see if it is in line with yours.

If your ideals and vision align, then the ad agency is probably a good match.

The only difference between the failure of a great idea and the success of a medocre idea was the way in which the idea was communicated.

Less is more.

Find the right idea and be able to summarize it in just a few words.

Come up with a kickass brief and a good idea (which is the most difficult bit).

That is the secret to powerful campaigns, regardless of how much money you have.

Most organizations don’t understand consumer behavior or how and why their marketing works
(or doesn’t work).

Consumer.ology by Philip Graves

Your creative imagination will always be greater than the technology at your disposal.

Too many organizations align their projects to a research process that can easily reject a good idea or endorse a bad one.

Consumer.ology by Philip Graves

Free pitching is never going to go away. It’s always going to be the tool of last resort for the outsider, the student, those trying to build experience, or somebody who just wants to take a flyer on a long shot.

If you are not viewed as more expert than your competition, then you will be viewed as one in a sea of many, and you will have little power in your relationships with your clients and prospects.