NEW-HOT-FAST-LOUD & WOW shouldn’t drive your message.
It should be driven by substance.

Style. Eye-candy. High-tech cool stuff… They’re all important – and sometimes as a creative component they can even be imperative. But in many instances NEW-HOT-FAST-LOUD & WOW overshadows the job at hand: selling your image, your product, your message – and if it doesn’t sell it isn’t creative.

Style is a given – creative substance that sells is not.