Albert Einstein knew a thing or two about problem-solving.

He once said that if he had one hour to save the planet, he’d spend 59 minutes defining the problem.

And one minute resolving it.

We work with clients upstream — at business, category or brand level.

Often to find the right problem.

We’re fluent in commerce, audience, analytics, market and competition, so we can get to the nub of the issue.

Through this understanding, and a relentless curiosity, we apply our creativity to the right problems.

Frank Zappa was a musician, songwriter, composer and bandleader.

Famed for putting potential band members through the most testing of auditions.

Too often guitarists would procrastinate, talking at length about their approach rather than playing.

“Shut up ’n play yer guitar” was Frank’s response.

The outputs of strategy are often pyramids, onions and PowerPoint decks; blunt instruments.

Meaning that strategy doesn’t always translate into execution.

Because it’s not easy for everyone to understand what the direction is.

We like to create tangible outputs as part of our strategic process, so ideas become real and people can make them happen.

Lennon and McCartney didn’t divide up roles and responsibilities.

They didn’t follow a rigid formula where words followed music, or vice versa.

One wasn’t solely the lyricist, the other melody maker.

They freewheeled.

We see our whole process as creative, not just the part traditionally labelled as such.

We foster an environment where strategic and creative brains can collaborate on strategic and executional decisions.

Working in tandem, not as part of a step-by-step, sequential process.

An adman once told Terence Conran that he looked after the Tango brand.

Conran said that he liked the ads, but didn’t think much of the can.

“Oh, we don’t do that,” replied the adman.

“But you said you looked after the brand,” responded Terence, “the can is the brand.”

Conran understood that brands are built on every interaction they have with their audience.

And he’s applied this holistic approach to every brand he’s built.

We apply our strategic and creative skills to every aspect of a brand: internally and externally. Not just logos and communications, but products and services, environments, behaviour and culture.

Some say that every story can be boiled down to one of seven basic plots.

Tragedy, comedy, overcoming the monster, voyage and return, quest, rags to riches, and rebirth.

But if only seven ideas, why so many books?

Because originality comes from how a plot is shaped: through the style, the voice and the imagination that brings language, people and places to life.

We bring brand ideas to life through our ability to give them a voice, and our ability to manipulate form in a way that can move people.

We understand and value the importance of our craft, because we know that a great idea without a great execution is a hallucination.

Making a movie is tough. Everybody needs to pull together towards the common goal.

The cast, crew, producers, writer and director need a shared understanding. Egos are best parked.

If filmmaking were a solo pursuit, then no writer would hand his or her material over to a producer or director ever again.

We build brands through collaboration – just like making a movie.

Clients are integral to its success.

So too are the right partners — we collaborate with the best in the business to build multidimensional brands.

We involve the right people in the process, ensuring everyone’s expertise is maximised.

No football team has ever captured the imagination like the Brazil side of 1970.

Pele, Jairzinho and Carlos Alberto combining to thrash home the goal that set the blueprint for Brazilian football.

A symphony of rhythm, agility and instinct.

Putting a sense of adventure above stifling tactics.

They understood that culture is way more important than process.

We don’t have a set formula for ideas, and you can’t force them into existence by using rigid procedures with CleverNames™.

Our process is intuitive and fluid: it changes to suit every client.

Google Search was in beta for more than a year.

Netscape put their efforts into an official release.

Google understood the importance of getting their best thinking in front of the end user.

And of promising that something even better was on its way; Netscape didn’t.

We like to get on and start stuff, staying in perpetual beta – not waiting to get things totally right before launch.

Because today’s brands are built on millions of tiny, ongoing interactions with people, that are tested and refined along the way.

We work in a fast and responsive way, building brands in realtime – not 12-month cycles.

Open water was a dangerous place for allied ships during the first world war.

It was impossible to sufficiently camouflage all ships in all sea conditions.

So Norman Wilkinson did the opposite.

Borrowing from modernist art, he devised a way to optically distort the appearance of each ship, in order to confuse the enemy rather than conceal.

We like to look at things sideways, because innovation lies in taking something that worked over here and using it over there.

We actively deploy our strategic and creative expertise across a deliberately wide range of business challenges.

We work with clients of all shapes and sizes: from multinationals to startups, public sector organisations to charities.