My Approach I believe in content over fluff or flash. I believe substance is Image. I have been told by so many client to "not to get to artsy" that I never let creativity loose site of the product or service the client is trying to sell. But I also understand that clients do not want "the same old thing." I don't win art director awards but do help my clients sell a lot of their "stuff". Selling and making profits is what the new, new economy is all about.