This document contains a collection of quotes related to advertising, marketing, creativity, and innovation. Some of the key ideas expressed are: once an idea is shared it belongs to everyone; advertising can create egocentric people; the best ideas are communicated in a fresh, unexpected way that resonates widely; brands are judged by their actions, not just promises; creativity comes from combining existing things in new ways; engagement is becoming a more important metric than reach; and successful ideas require passion and persistence to bring them to life.

1. Quotes from

2.  “Once an idea is expressed, it belongs to the
world. The challenge is to find an expression
that immediately resonates with the entire
world.”

3.  Adoro propaganda, mas a verdade é que ela
cria cada monstrinho egocêntrico..
 Translation: I love advertising, but the truth is
that it creates every egocentric little
monster..

4.  “Find or create the relevant truth.
Communicate it in a fresh and unseen way
and the people will care.”*
 “If the client is not scared, your idea is not
good enough”
 “The best advertising does not look like
advertising”
* Derived from the ideas of William Bernbach

5.  "We are fetishizing social. It's time to take
stock of what is going viral and why.”

6.  "You must do work that you'd be willing to
bet your career on"

7.  “Brands aren't judged by what they promise,
but by what they do”

8.  “The more you let go of your assumptions,
the more we do that, the more you will get a
phenomenal payoff”
 “Millennials don't see failure as a blemish but
the opportunity to reinvent themselves”

9.  “Everyone has a voice and everyone wants to
be heard.”
 “It's about being relatable and being honest
says - millennials can smell a fake from a mile
away”

10.  "We're moving from a world where we plan
campaigns for the future to one where we
adapt campaigns to the moment"

11.  “When you fail in life you hit rock bottom and
then you have no option but to bloody
succeed”

12.  “There is difference between a viral ad and
PR. Both have a value & are not mutually
exclusive”

13.  “Creativity is not inventing, it’s combining
two things that already exist”

14.  “Is creativity now about one big idea or many
little ones that add up?” #awscchat

15.  “ The world is too interdependent to solve
issues in isolation”
 “The world, as we know, has a lot of problem.
But we're fortunate to be alive at this time”

16.  “The 4P's of the marketing mix are now
Purpose, Presence, Proximity and
Partnerships”

17.  “Create socially relevant content - move from
ADS to ASSETS that are shareable”

18.  Key Trends on the Ground
 Creative Relevance
 Go Offline
 Back to Basics
 Mobile Makes it Easy
 Youth Crave Connections

19.  “Harness real passion”

20.  “I don’t look at impressions. I look at
engagement. That is the yardstick.”

21.  “The main shift has been to actively consider
engagement as part of the mix versus
focusing on the more traditional measures of
reach and frequency.”

22.  “Creativity has the power to transform
human behavior.”

23.  “When the world zigs, zag.”

24.  "When they look at you and say, ‘You’re
crazy,’ maybe you’ve found a good idea.”*
 “Having a great idea is not the key. The key is
fighting with passion and persistence to bring
it to life”
 “Don’t just think outside the box, create a
new box.”
* Found the quote thanks to (Caren Kelleher) -@Caren – I’m unsure if she is the one who
actually expressed the idea.

25.  “Combine relevance with emotion. And you
get the kind of ideas I like.”
 “Adapt the technique to your idea, not your
idea to tour technique”
 “Don`t be afraid of change, that is the big
message”