We don’t want to make ads. We want to evolve the ad industry.
Marketers have developed an overactive simplicity bias, and it’s costing us our best people and our biggest ideas. We must embrace a different way, pushing past our bias for simplicity, instead seeking to explore and exploit complexity in all its forms. We never assume a point at which the work becomes fixed. Instead, we make work that’s ever-changing, evolving, responsive, relevant and contextual. Work that is never finished.