On Simplicity and Its Application To Creativity

So here’s the thing, we are a creative agency and creativity is what we do.  But what exactly does creativity entail? It is not enough to have dazzling ideas flying about, the ideas have to work in the real world. 

Every idea has to be big enough to make impact but also simple enough to get the job done.

Which is why we swear by Simplicity, to be specific the Brutal Simplicity of Thought Tool as popularized by Saatchi. This tool, which not a bunch of hardware is a set of standards we use to measure each and every campaign’s real world application. 

After all, what good is an award winning idea, if they don’t make our client’s money.