WE UTILISE SIX GUIDING PRINCIPLES FOR CREATING GREAT ADVERTISING AND COMMUNICATION, WHICH DIFFERENTIATES OUR CLIENTS FROM THEIR COMPETITORS AND US FROM OURS:

1. THE IDEA IS GOD - the arrival of computer technology has led to the proliferation of technique led advertising. This might look good and impress, but often disguises the fact that creatives haven’t thought of a genuinely great idea.

2. TO SAY ONE THING - great ideas therefore don’t need tricky technology to make them work. Great ideas are always single minded and strikingly simple. They should be just as strong on a poster or in a mailing as they are in a TV commercial or press ad.

3. GREAT SOLUTIONS NEED GREAT PROBLEMS - the creative brief is the single most important piece of paper in MAS’ office. Our account planners always push themselves to keep asking questions about the key dynamics in any market scenario, long after most people have given up and opted for an easy answer.

4. FIRST BE CLEAR, THEN BE CLEVER - clarity has become an almost unfashionable virtue in advertising. Creative people must continually resist the assumption that the audience has the faintest idea of what’s going on. The cleverest ideas are the ones that everybody gets.

5. THE CAMPAIGN RULES SUPREME - long running campaigns are the most valuable properties we can devise on behalf of our clients. Consistency is key as campaigns become well-loved brands themselves: a welcome sight on the crowded shelf of the advertising jungle.

6. THE GOOD IS THE ENEMY OF THE GREAT - finally, we have a culture of dissatisfaction with everything we do. We call it ‘Positive Dissatisfaction’ . This is how we try to maintain creative excellence for our clients. For instance we are never absolutely sure that these are the 6 best principles that we can think of.