Okay, maybe not everything. But if my team were to quote me on anything, it would be my constant refrain: Listen to the music.

Think of every interview you've ever seen with a great musician. They're all music heads. They'll geek out over some obscure record, reference a bassline from an otherwise lackluster song, or tell you how their whole life changed when they heard a certain chord change.

Well, we make ads. So we watch ads. And talk about ads. The great ones, the bad ones, the ones with brilliant lines buried in an otherwise unwatchable :30.

I want to build a culture where people know what they like and what they don't like. And importantly, why.

It feels like it's working. In five years at Target, we've moved from being the 113th ranked agency on Strategy's Creative Report Card to 19th in Canada. Whoa-oh-ohhhh ….