We passionately believe advertising has a future but only if we stop interrupting what people are interested in and BE what people are interested in.

Time is the new currency and the audience is the new client. We need to create work that people choose to spend time with.

So the spotlight goes on our work. What we produce, what our audience see, experience and do as a result, is the only real measure of our value that counts.

So here's what we ask of you.

1. Everyone has to take responsibility for the work we produce. Either you are making a measurable contribution or you're in the way and on the way out.

2. The Creative Director and Head of Office are a team. Different but equal. No one is more responsible for the work each office produces.

3. Every office will do whatever it takes to improve their performance on our Standard. Year on year, our work must demonstrate improvement.

4. Account Service and Planning are partners in the creative process and equally responsible for the result.

5. Planning and planners will be judged on the quality of the work produced not on the quality of the plan.

6. Creating work is an organic process. It's not a relay race. Creatives will be involved from the beginning, Planners will stay till the end.

7. The quality of the brief is the best guarantee of the quality of the work. If the brief lacks creative spark, if it fails to ignite the imagination of those charged with the creation of the ideas, it fails.

8. Time is the new currency. We get it. Our clients have to 'get it' too. That's your job.

9. Our work should be judged by its ability to have our audience spend more time with our client's brands. It's Planning's responsibility to develop ways that best measure the impact of our work to achieve that result.

10. Increased focus on and higher expectations of the work must be matched by a corresponding increase in resources.

I, ___________________, am excited by our ardent focus on the work and I will be a committed advocate and active practitioner of our new purpose, role and belief.