.

Ad Judge

Advertising is using
critical, creative,
conceptual skills to solve
problems for brands &
issues & people in a
global economy.
-deborah morrison

table of contents.
- the world around us
-Yin & yang
- wanderlust
-re-invent the wheel
-elevator pitch
- gusto
-grow like goliath, Behave like david
-art of war
-vous presenter
-ego-check
-Identity

Use this book to become

thE best you can be.
these themes & quotes
are vital to a successful
career in life. they are
important.

S0

so get
them
tattooed.

live an interesting
life and it will come
through in your work.
- Warren Berger

THE WORLd around us.

we are here to improve
the world, this can only
happen if we are immersed
in culture while living
curious and aware
lives. become sponges.

Yin & Yang.

seemingly opposite forces
are interconn ected
& give rise to each
other. collaboration
and teamwork are key.
you can't do it alone.

"when you fuse two brains,

you're inevitably going to have
mild schizophrenia. don't fight
it; learn to love it."
-Dustin Ballard
& Jason Ambrose

wanderlust.

"Creativity strikes me as a
high-falutin word for the work
i have to do between now and
Tuesday."
-David Ogilvy

get inspired, then stay

inspired.

knowing how your ideas are

made is a battle. Learning how
to follow the brain through
it's creative process is your
war. Figure out how your
brain works to reveal the
ideas you'll love.

manifest your success.

Re-invent the wheel.

simon wearing.

- Janet Kestin & Nancy Vonk

elevator pitch.
someone told me once, and this has helped
me more than anything in my career, write
this down on a piece of paper.

1 // what to say
2// How to say it
That's it. that's advertising right there.
-GREG HAHN

gusto.
show vigor in your
work. invite vibrance
into your life. it will
spread throughout your
team. abundant
enthusiasm will keep
you thriving and
successful.

ENERGY AND
ENTHUSIAM ARE
TOOLS, OR MAYBE
THEYRE WEAPONS.
-Bryan Shembeda

your ideas have power.

your words are your
responsibility. the
concepts you birth will
change lives.
Create accordingly.

grow like goliath,

behave like david.

be careful with your medicine.

-Tracy Wong

"be careful with your medicine."

-Tracy Wong

art of war.
use observations
and research to
provide your creative
work a viable
platform for launch.

"STRATEGY IS 99% OF THE IDEA."

-Tracy Wong

YOU FEED
A PIG, YOU
SLAUGTER A
HOG. BRANDS
CAN BE
PIGGY BUT
THEY CAN'T
BE HOGS.

identity.
"A GREAT BRAND IS A STORY
THAt IS NEVER COMPLETELY TOLD."
-Scott Bedbury

"YOU ARE DEFINED BY YOUR BEST

WORK AS WELL AS YOUR WORST."
-Scott Bedbury

VOUS PRESENTER.

ne pas etre un trou du cul

DON'T BE AN ASSHOLE.

"NEVER THINK YOUR

CREATIVE WORK MAKES
EVERYTHING WORK." -TRACY WONG

EGO-CHECK.

The biggest barrier to

your career is your ego.
show respect and never
stop working.

"BE FLEXIBLE. DON'T TAKE NO

FOR AN ANSWER. EVEN FROM
YOURSELF. BE INTERESTING.
WHEN YOU WRITE SOMETHING
ASK YOURSELF, DOES IT MAKE ME
GIVE A SHIT "

-KASH SREE

now go.

Attributions // by order of appearance

Deborah Morrison...Verbal...Everyday
Warren Berger...Idea Industry p.21
Dustin Ballard & Jason Ambrose...Idea Industry p.10
David Ogilvy...The Idea Writers p.20
Janet Kestin & Nancy Vonk...The Creative Process Illustrated p.276
Greg Hahn...THe Idea Writers p.89
BRYAN Shembeda...Idea Industry p.21
Tracy Wong...Verbal...November 16
Tracy Wong...Verbal...November 16
Scott Bedbury...A New Brand World P. 2
Scott bedbury...Verbal...October 22
Scott Bedbury...VERBAL... OCTOBER 22
Tracy Wong...Verbal...November 16
KASH SHREE...THE IDEA WRITER P. 93
Special thanks to our models:
Kayla Hilsendager
Natasha Morris
Kyle Higgins
And Our Muse, Deborah Morrison

we are.

Ben Kraft

Writer.
adrenaline Junkie.
@thebengineer77
benhkraft.com

Matt Tolkin

Designer.
Half-Jewish.
@fratty_tolkin
cargocollective.com/
matttolkin

Jason Laird

Art Director.
Homosexual.
@jaylaird3
jason-laird.com