While I don't have any experience buying ads, most of my professional experience has been on the creative side of the process. I don't know if I have any gems of wisdom to impart upon you other than to be patient during the process, be consistent with your branding, and if possible limit the number of opinions you reach out for becasue too many "cooks in the kitchen" can prolong the process considerably and dilute the messaging. on most of the projects I've worked on the final product is a far cry from the original brief...so expect lots and lots of changes along the way.
With the Super Bowl coming up this weekend I've been inundated with articles about advertising. This particular article came through this morning and when I skimmed it, it seemd to have some snippets of value. For your reading pleasure, check out the link below:
http://adage.com/superbowl/article?article_id=148546
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