Dating is good.
Greg Perlot: We don't worry about "agency of record" and contracts. Converting relationships to AOR is not a goal for us. We just isolate business problems and solve them. We concentrate on stories more than contracts, maybe to our detriment.
Advertising is small.<br/> Greg: Advertising as a last resort. Everything is an ad, so as soon as you start making "the ad," you've made the solution small.
Stories are timeless.
John Boiler: Maybe our outlook on it is archaic, or maybe timeless, but we see advertising now as being defined by what it always has: the presence or absence of provocative and inspiring content. And hopefully the work we've done reflects that idea and the value we put on it.
Assume nothing.<br/> John: Although we have a lot of experience in advertising, marketing and communications, it seems like we assume nothing or very little when meeting new people. We tend to be curious about their product, culture, leadership and context in the marketplace. Starting without a pre-determined process seems to lead us to new places and different solutions.
Glenn Cole: If we have a "way," it's not getting trapped in a way. We have a very open, collaborative workstyle. The kind of clients who are drawn to us seem to enjoy the emphasis on transparency and building on each other's ideas.
Glenn: Contrary to how pitches are conducted, great solutions are not generated in isolation. Brands are complex, connections are diverse, inspiration must come from both sides. Successful brands are the result of two groups who improv well together.
John: To build a brand long term, you need to plan beyond the fog of the next season's results. Product lines can be weak for a time and surge later, as long as you have a guiding star—an audacious destination.