What is the idea?

The idea is a creative tool to best express a business message.

The idea serves the business. But not only.

The idea serves the customer. The strategy serves the business, so the idea can serve the customer. The idea makes the message interesting, entertaining, useful.

The idea serves the brand. The brand has a relevant role in culture. The idea strengthens the brand role for sustained cultural influence.

The idea serves the agency. The agency succeeds on talent. The idea rewards and attracts talent to make a better idea.

What is the idea?

The idea is a slippery beast.