Consumers tend to have a bad opinion about advertising, mostly because the great majority of the advertising they’re exposed to nowadays isn’t very good.

Many brands with big advertising budgets invest in saturating the consumer’s field of perception, be it in books, on television, or in the metro.

This makes it easy for consumers to come to the conclusion that all advertising is bad when bad or mediocre advertising is all they see.

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.

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.

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.