Simplicity

Single Minded. Less is more. Oneness of message. Find the singular purpose or theme. Say just enough to get your point across and let the viewer make the inferences.

Faithfulness

Remain true to the brand.

Stopping Power

If the creative doesn’t have stopping power, it may as well have been created in invisible ink.

Craftsmanship

Great ideas need to be well crafted. A big budget is no guarantee that they will. A small budget is no excuse that they won’t.

Partnership

Great advertising is impossible unless you have the confidence and trust of the client. Build good relationships. If you trust each other, your clients can be a great judge of your work.

Example

Discount Tire filmed a classic 10 second commercial back in 1975 which is still in use today! Eventually, the spot was entered in the Guinness Book of World Records as the longest-running ad in television history.

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