Make it smart. Make it beautiful. Have fun.
I've never found a client's business problem that could be solved solely through advertising.
Steve [Jobs] is unique. There aren't many clients that are like that. You have one guy that you really work for. That's very rare.
Shocking is easy. Shockingly brilliant, a bit more challenging.
Consumers never complain about ads being too smart.
The only reason you should move to a new job is if you are not getting the opportunity to do what you want to do and what you believe you can do.