JWT has introduced uniform standards of judgment against which all our work will be assessed. The standards are meant to help us identify the quality of work we want to achieve and work we won't tolerate. Be assured that work that's poor or damaging will get as much focus as work that's world changing. The creative standards are as follows:

10. World Beating: This is the best work in the world. It is an entirely new idea that is being talked about worldwide and will make the brand, client and network famous.

9. World Class: This competes with the very best ideas in the world.

8. Market Leading: This is the best work in this category in the world. It leads the market and will enhance the creative reputation of the network, while making our competitors envious.

7. Innovative: This is innovative work and the best example of this category in the network.

6. Rewarding: This work will get noticed. It is refreshing and people will feel rewarded having spent time with it. It will enhance the network's standing in the category.

5. Interesting: This idea is familiar, but executed and told in an interesting way.

4. Bland: This is well executed, but bland. There is nothing particularly new in this idea, but it manages to communicate its message.

3. Boring: This work is predictable in both idea and execution. The customer will not give it much time because it is wallpaper and like so much other average work.

2. Wasteful: The work is a waste of time because the customer won't even bother taking the time to absorb it. You have wasted both the client's time and your own resources.

1. Damaging: The work is worse than a waste of time. It is damaging to both the client and us.