Everyone should have rules. They prevent you to go crazy – man. Without rules there is anarchy, riots – the true end of the world… hhm doesn´t sound that bad…

#1
SHARE IDEAS TO GET IDEAS.
NO EXCEPTION.

I believe that the best ideas come working closely together. There should be no guardian of the creative idea. Teams should work transparently and regularly share with clients what is being developed. The result will be that a client allows the creatives to jump higher.

#2
DON’T GIVE THE CLIENT
WHAT HE WANTS.
GIVE HIM WHAT HE NEEDS.

Clients have to be confronted with the truth. It is worth taking the uncomfortable path to create something really meaningful, helpful and innovative. No briefing should be implemented blindly. Trust in trends, data and research.

#3
FOLLOW THE WHITE RABBIT.
OR EVEN BETTER:
BE THE WHITE RABBIT.

To be a strong brand, you have to have a unique selling proposition. A North Star that you follow. If you do that consistently, others will follow you.

#4
IF YOU CAN IMAGINE IT,
YOU CAN CREATE IT.

Sometimes we are afraid of the power of thoughts. Of the implementation. Too expensive? Too big? Too radical? If it feels right and good, you should do it. Without hurdles in the head.

#5
FREIHEIT STATT FREIZEIT.

Joseph Beuys once said this. It describes the important idea for creatives that if you need time off from work, something is wrong. It is much more important to find and allow personal freedom in order to experience creation independently of business and to make it possible.