ABOUT GLENN:

Thinking strategically is the only way to think. Once the strategy aligns with brand attributes it's ready to be deployed...it better be smart, because today's consumers are smarter than ever before. 

Not every brand needs to be culturally significant, but it sure doesn't hurt. Whatever, and however, your brand is defined it must be, one way or the other significant to break through. 

No matter how well your brand is consumed you must continually express and build on your value-proposition. Always be thinking of promotions that add to the customer experience.

Your brand must have a defined message that is uncluttered. It should be clear, concise and smart so that it appeals to the broad masses in order to achieve maximum mass-appeal. 

Advertising is about effecting change and the best way to do that is through igniting conversation. The more conversation going on about your brand the faster it grows. 

The importance of creative collaboration is of the utmost importance. In the old days it was limited to the office and not national and even international. To get the best creative we go and collaborate around the globe. 

The less words used the more the communication works. It becomes more easily digestible and in return will resonate more with the reader of the ad. That's what makes our work, work best. 

The creative we produce must be as creative as the product that we're creating it for. Whether it's Real Time with Bill Maher or AmEx Gold Card our messaging must be conversational or it doesn't work. 

When doing a campaign, ask yourself "Is it hard-hitting?" Is the creative and messaging worthy enough for an emotion to generate an action? If it does, then the creative works.