First of all, it's important to point out that big ideas are worthless unless they are in touch with commercial realities. We're in the business of making your business work better in one way or another. So no matter how excited we get about our creative work, if it doesn't pass our 'feet on the ground' test then it goes no further.
Secondly, as far as our 'creative process' goes, we like to look at things in new ways; discover similarities and differences and make unlikely connections; challenge assumptions and old ideas; build on new ideas and make them better; exploit the unanticipated; keep our eyes and our ears wide open; and, above all, take the creative risks that will put your brand out in front.