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.