No one specific process is effective or right for every client or every problem. Therefore, we don't apply a specific discipline across the board. Rather, we apply four basic beliefs about process.

First, we tailor the process to fit our client's problem. Too often agencies start off with a one-size-fits-all, ready-made answer-then start looking for a client problem where they can apply it. We shun rigid conventions and trademarked planning names. Instead we customize and develop workable processes that address a client's individual needs.

Second, we start with an idea, a working hypothesis, and then try to prove or disprove it. This lends immediate focus, helps us develop work earlier, and allows for quicker solutions. Plus, it ensures that all our findings have a practical application.

Third, we show our client everything we learn along the way. Landing on a specific idea and then twisting the client's arm to see things our way isn't our style. Sharing all we know from the beginning makes that unnecessary. Since we're all seeing the same things, we usually come to the same conclusions.

Finally, not employing an identical process in every case does not mean we're undisciplined. Quite the opposite. We check in with consumers constantly throughout creative development to tailor our approach. It's our firm and pervasive belief that the only brilliant advertising is effective advertising.