1. We are here to make our clients successful.

2. We're in a partnership with our clients. We're at our best when we have the trust of our clients to deliver our side of that partnership, our way.

3. Every partnership is different, and we have no one way of working with our clients. Every relationship, however, has to be based on mutual understanding and respect for the contribution each party makes to the partnership.

4. Our success is defined by our role, purpose, and belief.

5. Our value to clients lies in our difference, not our sameness.

6. We have our own ways of working. They are not always like those of our clients, but they are the best way to ensure our clients get what we are best able to create.

7. We create what our clients cannot create but need most. A way to connect with consumers so that they spend more time with our clients' brands (and less with competitor brands).

8. We know the biggest contribution we can make to our clients' success is to create ideas that are rewarding and, at their best, world changing.

9. We believe the biggest risk we can take is to produce work that is predictable, boring, or worse.

10. We should be judged on the effectiveness with which our ideas buy more of people's time--and be rewarded accordingly.