There’s nothing more exciting than helping a brand define its personality and then “putting it out there” for the whole world to see. That could be on TV, online, on a magazine page or on your iPhone. But wherever it is I believe that for it to be truly successful it must first be on-strategy. There’s no law that says creative work can’t also be smart work. To me it simply means working harder and not accepting lazy approaches masquerading as big ideas. Of course a strong ROI usually weeds out any “pretenders” when it comes to creativity. What I strive for with every blank page is truth and simplicity. In that lies the pureness of powerful communication. The artist Van Gogh may have said it best, “how difficult it is to be simple”. Smart man. And a pretty good communicator.