THE DECALOGUE (in 8 points)

The Neutrality Show players will be given three days to neutralize the adversaries and to win the title of most neutral professional, by following these instructions literally:

1. Neutrality is your only rule. Thou shall not follow any other methods but neutrality's.
2. Be neutral. Listen carefully to the client and be inspired by his actual needs. And once and for all do not put him at the centre, unless he specifically asks for it.
3. Be neutral. Honour all specialist disciplines: atl, btl, crm, dm, web, pr, events or guerrilla, but never make one prevail over another.
4. Be neutral. Do not kill creativity, giving priority to a tool or a channel over another "a priori", only because they are more familiar to you or because a budget has already been allocated for it.
5. Be neutral. Do not steal ideas off case histories by other agencies, unless they are truly interesting.
6. Be neutral. Do not desire self-aimed creativity, without the corresponding strategic effectiveness.
7. Be neutral. Do not long to prime over others, your approach is not necessarily better: be willing to cooperate and enrich every suggestion.
8. Under no circumstances may you pronounce the words appealing, proactive, very urgent, impacting and derivatives, punishment will be the elimination.

Who is behaving better? Watch the guys at work and vote in a neutral manner!