All organizations and individuals have key beliefs that guide their actions. These are ours:

This Is Fun
Never forget that marketing is fun—it's a creative endeavor that requires your inspiration, intuition, and intelligence.

Think About It
Can you remember when schedules allowed time to think? We have to do it faster these days, but we still take time to think ideas through. "Ready, fire, aim" is no way to win the marketing war.

Collaborate
You never know where the next great idea is going to come from. So get people, including clients, involved in brainstorming.

Push the Envelope
Life is too short to play it safe all the time. Some marketing efforts lend themselves to big ideas—and you don't want to miss the opportunity to do something breakthrough.

Beauty Is in the Eye of the Beholder
Breakthrough creative is something that appeals to—and resonates with—the target audience. It's not necessarily the most costly, complex or flashy execution (although, sometimes it is).

Go for Results, Not Awards
Awards are for the agency, clients care about results.