Don't bunt. Aim out of the ball park. Aim for the company of immortals.
Play to win, but enjoy the fun.
Senior men have no monopoly on great ideas. Nor do creative people. Some of the best ideas come from account executives, researchers and others. Encourage this, you need all the ideas you can get.
The best idea is the simplest.
The temptation to entertain instead of selling is contagious.
I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.