We – like all advertising and ideas agencies – create desire where there is none.

“There are two ways to improve a product: change its material properties or change the way consumers respond to it. Advertising works in the second way. In many cases it is fantastically successful.”

Unlike other advertising and ideas agencies, we also help the rising stars of innovation to develop what they’re going to market, rather than simply market what they’ve developed.

But whether we’re working to change the way consumers respond to an existing products, process, or service – or whether we’re incubating a new product, process, or service we’re really only doing one thing:

Creating desire where there is none.

Creating desire for ways of living that don’t compromise the life of generations to come.

The operational model is now replaced by a vision – one that means marching into the unknown. Agencies that haven’t grasped the nettle are ‘faffing’ around with outdated models.

To paraphrase (murder?) Churchill’s critique of democracy, I’d like to think we have the worst way of operating, except all the others that have been tried.