It’s really important for leadership to keep teams together. Rather than sit by department, we are sitting by account. It encourages accountability and allows people to focus on the extra iterations.”

We’ve involved clients as contributors instead of as approvers. There are no formal dog and pony meetings: the decision-makers are part of the team. The rate of work accelerates and the relationship improves because of this joint ownership.”

The definition of a ‘creative’ is changing. The traditional art director + copywriter model was created around “Mad Men” deliverables of print and TV. But now we have a bigger creative team that includes technologists, UX people and digital designers.”

I err on the side of mixing it up when I assign people to a project. I let people try working on another brand, in a different medium, with a different partner. More times than not, you get new kinds of thinking by having that attitude.”

Instead of just putting ideas in a presentation, we are showing how they would work by mocking up something physical to make it feel tangible. Especially with media that clients are not as used to as TV, you have to invest in the sales pitch of an idea.”

In a way, we manage our communications campaigns like a portfolio of stocks. If we have a million dollars, we think about spending it on getting 10 things into market at once to see where we should pull or double support.”