Capital Returns on Advertising

"The gap between the best commercial and the worst commercial every year is not 20 or 50%. Its is 40 times, or 4,000%. Imagine if the was the difference between the performance of two investment funds. And it is creativity that is the multiplier." Andrew Robertson, BBDO Worldwide

Google's Business Phliosophy:

Business Phliosophy:
1) Ideas come from everywhere
Google expects everyone to innovate, even the finance team

2) Share everything you can
Every idea, every project, every deadline -- it's all accessible to everyone on the intranet

3) You're brilliant, we're hiring
Founders Larry Page and Sergey Brin approve hires. They favor intelligence over experience

4) A license to pursue dreams
Employees get a "free" day a week. Half of new launches come from this "20% time"

5) Innovation, not instant perfection
Google launches early and often in small beta tests, before releasing new features widely

6) Don't politic, use data
Mayer discourages the use of "I like" in meetings, pushing staffers to use metrics

7) Creativity loves restraint
Give people a vision, rules about how to get there, and deadlines

8) Worry about usage and users, not money
Provide something simple to use and easy to love. The money will follow.

9) Don't kill projects -- morph them
There's always a kernel of something good that can be salvaged

Design is the Differential

"Design is the only differential that matters when industries are competing at equal price and functionality, because technology means no product can sustain an edge for long."

Intellectual Property & Design

"We don't believe we sell time," said Crispin Porter + Bogusky Partner Jeff Hicks. "We're in the intellectual property business. Most of the hourly setups are tied to a clear set of deliverables. We do brand thinking across a range of different media."