A Better Course

The hallmarks of the start up – fearless audacity, challenging thinking and world beating creativity – have been rare qualities in the UK’s young agencies. This has to change if London is to restore its fortunes as a centre of advertising excellence.

Ask first:
* How could you change the world to live with this problem?
(This creates your first set of solutions)
and then:
* How could you change the world so the problem goes away?
(This creates a second set of solutions).