10 Creative Principles

Date: Sun, 25 Nov 2007 16:10:20
From: Daniel Fleming
To: Jack Larner

10 Creative Principles

1. Don’t hold the mirror up to the consumer

2. Entertain & engage

3. Respect your audiences intelligence

4. Look good

5. Sound good

6. Be different

7. Attention to detail (80% idea & 80% execution)

8. Change, Change, Change

9. Innovate in media as well as how you sell

10. Let the audience participate

Overall Principle: BE.SINGLE.MINDED
–BBH London