[!]The Creative
Philosophy Folderol

A lot of agencies will expect you to be interested in their "creative philosophy." The theory is that an adherence to philosophical principles will engender great ads. Life should be so simple. Actually, the opposite is often true. If an agency has a rigid creative philosophy, it will, more likely than not, lead to an agency "look." The last thing you need is for your ads to look like anybody else's.

SANITY ! CHECK
Be on the look-out for a consistent look in a collection of an agency's work for one client. But make sure each client has its own look.