Jeff BermanPrincipal1. Know your audience. Why should they care? 2. Know the core truth of the brand. 3. Remember no one eagerly anticipates your message. James FerrellWeb DesignerA successful campaign has to connect with the audience on both an emotional and intellectual level. Erin EbyPartnerAn ad can only be considered successful if it 1. Makes money for your client now and in the future 2. Does that in a responsible, honest way Carolyn RodgersGraphic DesignerMemorable creative and communication of values beyond its subject matter. Amanda TramontAccount ManagerEffective targeting and creativity. Without those two things, no one will remember your ad or be able to connect with it.