1. The document introduces a new 7+ GPC scale for evaluating creative work, ranging from 1 (destructive) to 10 (changes the world). 2. Scores of 7+ and above are considered "HumanKind Acts" - ideas that have the ability to transform how people think, feel and behave. 3. The highest levels (9-10) represent inspirational ideas that can change the way people live or even change the world.

1. T H E N E W 7+ G P C S C A L E

2. Dream
To be the world’s best creator of ideas
that truly move people - bar none.

3. You can look at a business problem
as a set of numbers.
Or, you can look at it through a
more human lens.

4. Everything that matters in our business
begins and ends with two things:
People
Their Behaviour

5. Creativity has the power
to transform human behaviour.
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6. 10 Changes the world.
9 Changes the way people live.
8 Changes the way people think and feel.
7+ An inspiring idea, beautifully crafted (HumanKind Act)
6 An intelligent idea.
5 I understand the brand’s purpose.
4 I don’t know what this brand stands for.
3 Invisible.
2 No idea.
1 Destructive.
T H E N E W 7+ G P C S C A L E

7. 1
Destructive.
This is a complete waste of money. People reject the brand.
Pollutes the public space. I’d be ashamed to be seen with this brand.

8. 2 No idea.
This concept has no thinking. Afterall, we are an “ideas” industry.
Without ideas, we have no future. Creativity is the primary asset of brands
and communication companies. Our duty as a communications agency
is to create ideas so powerful that they truly move people. People demand
to be entertained and rewarded for the time they spend with
our communication.

9. 3 Creates no human interest, no emotional connection.
Visually uninteresting. Wallpaper. Cliché.
We don’t have a divine right to people’s attention.
We have to reward them for the time they spend with our communication.

10. 4 I don’t know what
this brand stands for.
People are our focus. Everything we do is designed with a brand purpose
in mind. A brand without purpose is one that will never be understood
or embraced by the people.

11. 5 Brand Purpose.
This is not a promise. Not a position. Not a benefit. A purpose.
We’re people talking to people. In order to make real human connections,
we need to put a meaningful Human Purpose at the center of our brands
in order to truly connect with people.

12. 6 An intelligent idea.
An idea that treats people with intelligence. An engaging idea.
Everything we do as an Agency is rooted in the belief that creativity
is most powerful when it creates HumanKind Acts...not just advertising.
An idea that is designed entirely with the audience in mind. An idea
that is media-neutral in concept and media-infinite in execution.

13. 7
+ HumanKind Act.
An outstanding idea. A human centered idea, brand or experience
that has the ability to transform the way a person thinks, feels
and ultimately behaves.
An idea that inspires, captivates, fascinates and activates.
And of course, is immaculate in its craft and execution.

14. Changes the way people
think and feel.
We must never lose sight of the most important thing: What matters
to people. We believe creativity should enrich people’s lives. This idea
has a genuine role in people’s lives. This is content that is entertaining,
engaging, interactive, interesting, relevant and useful. And above all,
it’s brilliant in its creativity.

15. 9 Changes the way people live.
An inspirational idea that moves people. A visionary, brave, powerful creative idea.
A brand that has a human purpose at its core. A HumanKind Brand.

16. 10 Changes the world.

17. 1234567 8910
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