We have a self-imposed responsibility that demands that we go further than simply developing work that grabs attention. It makes us work harder so our ads don’t just entertain. We demand relevance. We demand simplicity. We believe that people’s lives are busy and they shouldn’t have to work that hard to figure out what our clients are selling. We must speak in terms they can relate to. We must be grounded in their reality, not ours. It must drive them to become fans and loyal patrons of our clients’ businesses. Creative solutions are, and should always be, a direct link to a client’s challenges. Creative celebrations are, and should always be, a direct link to a client’s success.