1. The Idea is God.

	The arrival of computer technology has led to a profileration of technique-led advertising.
	Technology has allowed creative people to disguise the fact that they haven't actually thought of an idea.
	Ideas are what truly engage with the consumer.
	Advertising without ideas is like music without tunes.

2. GREAT SOLUTIONS NEED GREAT PROBLEMS

	The creative brief is the single most important piece of paper in the building.
	Agonise over the problem, and the solution tends to come more easily.
	Lowe 'control' culture founded on the imperative for outstanding briefs-and then ensuring work stays true to them.

3. SAY ONE THING

	The classic ads are always single-minded and strikingly simple.
	Throw one tennis ball, they'll catch it. Throw five, they'll drop them all.
	'Murder your darlings.' A heart-wrenching process for both agency and client; involving the callous elimination of much -loved product points.
	"I am sorry I have written you a long letter. I did not have the time to write you a short one.

4. FIRST BE CLEAR, THEN BE CLEVER

	Clarity has become an almost unfashionable virtue.
	'Write on a large piece of paper, and in the plainest possible language, exactly what the client wishes to sat. Now pin it on your wall and try and beat it.'
	Creative people must resist the blithe assumption that the audience has the faintest idea what's going on.
	The cleverest ideas are the ones that everybody gets.

5. SEEK OUT THE INTELLIGENT TWIST

	The best ads are built around some kind of ingenious and unexpected conceptual trick; the 'twist'.
	The five kinds of twist: COLLISION, RECERSAL, LATERAL LEAP, SNOWBALL AMBUSH.
	'Intelligent twist advertising is the kind most respected and enjoyed by our audience.

 
6. THE CAMPAIGN RULES SUPREME

	Resists the allure of the one-off wonder.
	"Up like a rocket, down like a stick."
	In a campaign, successive executions are like verses of a hymn. By verse three, everybody is 'singing along' with the idea.
	Long-running campaigns are the most valuable properties we can devise on behalf of our clients.
	Campaigns become like well-loved brands themselves a welcome sight on the crowded shelf of the advertising break.

7. THE GOOD IS THE ENEMY OF GREAT

	A culture of dissatisfaction with everything we do has become the driver to maintaining creative excellence.
	For instance, are we absolutely sure that these are the seven best creative principles that we can think of?