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.