Author, educator and art director/brand strategist, Robin Landa, spoke with some of the industry's top creative directors and compiled their best advise in a downloadable document available from Amazon.com for $0.49.

Here's a small slice:

Robin Landa: “What’s your philosophy about advertising?”

John Butler: “It has to be likeable. It has to inform and inspire. It has to have some emotional hook to it that makes consumers interact with it. It can’t talk down to the consumer. There’s a great quote—although I can’t remember who said it—but it’s hanging on my door: “He who writes the stories defines the culture.” I think that pretty much sums it up. We are given a voice, and we have to be responsible in how we use that voice.”

Butler, a partner in Sausalito's best agency, nails it in his succinct dissertation.