Philosophy
One idea. One flag. Everything else follows.
The Three Rs
Every idea we ship has to answer three questions.
R1
Refreshing
Does it surprise? Does it break the category's default pattern? If it doesn't feel new, nothing else matters.
R2
Relevant
Is it rooted in real audiences, real culture, real business? Fresh but off-brief is a failure. Fresh and true is what we're after.
R3
Rewarding
Does it earn its keep? Every idea has to move the business — brand equity, sales, share of voice, whatever the outcome is.