No consumer ever said
"I love how the poster is just
like the website."

We need ideas that mean something to people. We can (and do) invent those ideas, but it's also about what we find in the world, the connections we see and how we bring it all together.

We're creatives, but we're also curators.

At the heart of our way of working is what we call the Curation Session (not that the name is important; we could have easily named it "Kevin" or "Idea Process X3000;" how it works is the interesting part).

The Curation Session is when we get together to do whatever it takes to go beyond the conventional boundaries of "integration."

And we do need to go beyond integration as usual. We have to do more than just adapt one idea to work in multiple formats. That's an exercise largely irrelevant to people in the real world. There has to be more to it than simply coordinating communication channels to hit people from as many directions as the media spend can afford. That process has undoubtedly contributed to the mind-numbing noise of modern communications.

In a Curation Session, we ask: 'What can we do in each communication channel to expand upon our idea, to create it in new and different ways?' We ask: 'How can we properly integrate into people's lives, where can we help, what do we share?' It's not just about deploying sales messages; it's about finding ideas that matter.