As a visual guy, this Stephen Fry quote sticks with me:
"A true thing, poorly expressed, is a lie."
A great idea should not only justify how the client feels about it, and more importantly, how the creative truly feels about it. Whatever form or medium that expresses that super interesting idea—be it film, a digital experience, or a social activation—should be informed by the truthful passion of the people making it.
My client roster is across the spectrum, from big guys like McDonald's and Purina, to smaller local brands and everything in between.
Currently working with a dream team at Edelman.