Those four "I's" are the baseline test I assign to my work. Having been a partner, creative director and production manager of a small advertising agency, I know how important it is to work in partnership with my clients to achieve thier marketing goals. With a strategic marketing plan in hand, and a creative brief crafted from that plan and from discussions with the client, my job is to develop an effective creative solution to the marketing challenges/opportunities presented. The four "I's" of Image, Impact, Immediacy and Ingenuity are the benchmarks I use to gauge the success of the solutions I provide. After 20 years in this crazy business, I understand how important communication and collaboration is to achieving a final product that moves the client's target market to act.