We can talk about creativity (whatever that is) and changing culture (whatever that is) and all that jazz as much and for as long as we want, but when most agencies are expending precisely zero per cent of their time working out how to transition out of this dysfunctional and doomed way of working to something that is higher value, more profitable,... See more

Ask around, and you'll hear it: the briefs are getting stranger. Less like a defined request. More like a rupture.

Clients aren't just asking for deliverables. They're asking to be reoriented.

• "We know what we make. But why does it matter now?"

• "We want to grow but into what?"

• "What are we not seeing?"

• "What qu

... See more