OUR PRAXIS:

The problem in our industry is that we no longer properly practice creativity.

From reduced budgets, to shortened timings, to briefs with multiple propositions, to overly prescriptive feedback, there is an abject lack of respect for process and an inherent lack of value placed on creativity.

The recognised praxis of advertising has been lost.

Our Praxis is just a new way of working, that is in fact very similar to the tried and trusted ways of working; it is a return to proper process.

Process is not just a stick to beat people with; it is a means to a creative end.

As such, Our Praxis creates an environment in which creativity can thrive, and the best possible work gets made.

So before starting work, we ask for five things:

1. Absolute clarity and agreement on timings and budget.

2. Honesty about the creative ambition.

3. Clarity on what commercial problem is being solved.

4. Agreement on what success looks like.

5. Access to the key decision maker at all creative milestones.