“having worked as a creative director on various accounts, it was quite refreshing to head off and start our own small creative office and work on our first tv shoot the way we always wanted it to be done, but never believed possible. in our first year, we landed our first tv campaign. the project came to us directly from japan, of all places, but it was a welcome adventure. our first meeting seemed like lost in translation, when we found our group smaller than we imagined, in a large conference room at the drake hotel surrounded by japanese executives and their many translators. after our presentation and a few weeks of waiting, the work began. we immediately sensed a difference. the core team was a group of respectful clients who appreciated the art of communication. they allowed us time to develop and foster the work. it was quite refreshing to see a genuine and mutual sense of admiration between the agency and client. although this should be the premise of every account, we all know too well that it usually isn’t. i think a large degree of this positive experience was due to the intimate size of the group involved in the process. our small number not only helped us focus, it allowed us to understand our client’s desires on a personal level. that awkward suspicion often channeled to the agency army of 12 account execs, three planners and six creatives at the other end of the table was absent. we were able to discuss strategic and creative issues openly, and challenge one another, and sometimes agree to disagree. the meetings weren’t a way to justify everyone’s salaries and how nice they were. the passionate meetings actually ended up changing the course of the project to a large degree, which again, is something quite rare in our business. it was one of the most pleasurable jobs i had ever worked on. finally, the outcome was something we and our clients could be proud of. so do yourself a favor, do your clients a favor, and do the ad world a favor—cut your meeting crew in half and then cut it in half again.”