The only reward the ad business hands out for mediocre work is the chance to do more of it.

Never do what you’re told.

When someone can describe what they want you to do that work is already dead.

Don’t do it.

Breathe your breath into a new thing.

It will be better than the dead work you’ve been asked for.

And only a wholly bad agency will fire you for doing better work than they asked you to do.

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