Creative advice from the teams behind this year’s most talked-about campaigns

The most important creative advice... It's a good question. Give me five seconds. Stay curious. Be decisive. Say less. Be okay, with giving over control. If you want your partner's to think that you care about them, actually care about them.

The only way to have great ideas is to have a lot of ideas.

The most valuable creative advice I've got is to look in between spaces for a fabulous creative.

You keep hearing make it short, you know, people don't have patience. They don't have attention span. But actually, if you're going to do something super relevant, people are going to watch it and defend it.

Maybe repurposing our broadcast work isn't the best way to get people's attention You know, it's finding some of those places that people overlook because those are opportunities for surprise. You can create a story. You can entertain audiences, but you can still accomplish your brand objectives at the same time. There's always this talk of like, oh we need to be authentic to the audience and it's like we can't be authentic to the audience unless you know who you are. And you embrace that.

Just be really okay with letting the talent be who they are. Lean into that a little bit more because people want to see the realness.

Jules and I have this model that we present a lot of glass and clay - glass is where the central idea of the thing is and if you change it, it shatters and breaks, clay is what you can mold around it, what you can play with. So, everyone knows what the center of an idea is and what can't break.

We shouldn't be telling GenZ what to do. They're already figuring it out. We just need to help the world understand.

What they need is for you to communicate with them and understand them and stop judging them Think big and then and then think even bigger.

We talk a lot about actions not ads, of course we need to show up and we need to amplify our message. But we need to back it up.

Trust the process. You might not know what the journey is going to look like. You might not know what the final asset will be, but it will be something that will be really proud of Great ideas do not happen by yourself. Great ideas only happen when you work together. I think that's where magic happens Because we live at a time so polarized and fragmented I genuinely believe creativity has the power to bring people and divided sections together. The real most important advice I ever got was don't go into advertising and I ignored it. Yeah, is that a good enough answer?