These are some some ways I approach working, the work, and building culture, that have worked for me at places I work:

Make a cultural moment then make an ad.

It’s awesome if we can get Ryan Reynolds to be in our anthem spot for a campaign, it’d be even better if we get Ryan Reynold’s talking about our campaign.

Collaborate with everyone but your ego.

The best creative director in the room could be the account director, the best tagline could come from a strategist, the random thought from the intern might win the pitch. Be confident enough to believe in your ideas, but always be humble enough to be the dumbest person in the room.

Going viral on TikTok is better than going to Cannes.

Rosé is overrated.

Have the press release in mind.

“Happy Meals are now for Adults, and yes there’s a toy.” is way more captivating than “Idea: Let’s create a platform leveraging one of our most iconic properties: The Happy Meal. BUT for an adult audience.”

Stress over the Google Doc.

Presentations matter. Like really, really, really-expletive matter. Customize your Google Doc. Make the client see you made it bespoke. Make the Google Doc that your creative director is going to reference for other teams to use as inspiration. A good Google Doc will a safe house for risky ideas.

“The work, the work, the work…”
only matters if
“The work, the work, the work…”
matters outside of advertising.

If only AdAge and Adweek are talking about the work, the work, the work, then no one else is.

Say it with less or say it with a gif.

Make room for others to make room.

Supporting others will always make room for you.

Saying thanks is free.

Thanks :)