The creative process can appear like a black box. Stuff goes in, gems cone out. But, when you're on the inside you realize it's much more a cypher: iterative, innovative and inclusive.
26. Creative Philosophy
Is it ...
Simple, entertaining, telling a story, delightful,
original, disruptive, on brand ... an all-new
combination of content and ideas designed
to change minds?
27. Brand New Thinking
Does it ELEVATE and add to our clients’ brand?
Does it activate audiences in an OWN-ABLE, fresh way?
Does it demonstrate truly thoughtful and refined IDEAS?
28. What is an Idea?
NOT a headline
NOT a tactic
NOT even a strategy
...
29. What is an Idea?
A NEW WAY TO SEE
THE WORLD.
A VISION OF A BETTER
FUTURE THAT BRINGS
THE BRAND AND THE
AUDIENCE TOGETHER.
31. That’s what it’s all about
What gets done and how it gets done is
our purpose. Creative must represent all
of us and own the work that goes live,
ensuring quality.
Here’s what some of our best for
Microsoft looks like.