Be Brave. Trust your instincts. Push the creative to do more. Have ideas that have reach, that have PR value, that your social teams can pick up and run with. Only have ideas that deliver value well beyond the money you spend. And make sure they are effective. Give them a direct marketing filter. Have them created by people steeped in response advertising who know how to turn a phrase and tell a story that convinces. And make sure the creative and tech are appropriate. Deal with creatives who aren’t using your project to prove how cool they are. Work side by side with grown up Creative Directors who understand customers, marketing, and how to use tech but aren’t tech at all.