Yes, we have repeatedly been told not to do so for the sake of our mental and spiritual well-being, but in the advertising world, it's our job to dot every "i" and cross every "t." It's our responsibility to make it right, whether it's our own copy or provided by the client. In the latter case, we shouldn't hesitate to question copy points, confirm spelling or make grammatical corrections for fear of a client's negative reaction. On the contrary, most clients appreciate that level of attention to detail and passion for excellence--and come to rely on it. After all, it's usually one of the reasons they have chosen to work with an agency.

The poor, abused apostrophe! If there is a single punctuation mark that is used incorrectly most often, it must be this one. Simple rules to help:

Okay, this is not small stuff—it’s a BIG DEAL. At JMG, we make every effort to catch spelling and grammatical errors before they make it into the final product, be it print or online. While there’s something to be said for a cold read, when it comes right down to the nitty-gritty, there are some proofreading rules that must be adhered to if you want to ensure accuracy, minimize costly reprinting expenses and avoid embarrassment.