It's more than the shape and color of your company's logo. We break down a complicated subject into five key dimensions. We call this The Artichoke™, and it provides clear direction.

A potent ad starts with a dazzling strategy. We are proponents of Killer Strategies™ because if you're not out to annihilate your competition, surrender now. General guidance is one thing, but a shrewd Creative Brief defines what you need to tell the target, so your creatives have the freedom to work out how.

So how do you separate wheat from chaff? We define the Big Idea with simple elements and provide a concise checklist of the Top Ten Rules for Good Advertising - the first seven are GET NOTICED. You won't have to toss your ideas into the air anymore.

Getting the most from a creative meeting is simple, if you follow the guidelines we suggest. Learn how to say what you feel while inspiring, not de-motivating, your creative talent.