Not any different then ever before - connect with human needs/emotions and create influence. New technology is simply that, it might create different communications patterns and be less linear but the challenge remains the same. Only the way of working is different, more collaborative and faster.

Hasn't changed either - but it's coming out sooner - being non truthful, wearing the emperors new clothes. You're naked sooner and exposed wider... The world is flat and ruthless.

Frustration and satisfaction is the same - you start with a blank sheet of paper every time.

To create Outsmart vs Outspend solutions that build influential brands through connection planning with integrated creativity.
Following the mantra's of two revolutionary's:
It doesn't matter whether the cat is black, white or whichever color, as long as it catches mice ‘ Deng Xiao Ping'.
Creativity is the best tool a businessman can employ - ‘Bill Bernbach'.

Cheers for China for McDonalds (Best of Best in MAA awards and cited as one of 2008 Contagious Magazine's best China work), Battle of Bands for Pepsi (Adage top 10 best china campaigns) and DDB Worldwide being Campaign Magazine 2009 Agency Network of the year.

Nice and Talented people with sufficient structure for chaos and creative friction to do it's work. Relentless curiosity and positive dissatisfaction with what is, always looking for what can be.

Continued interest in their business,  passion to solve their problems and overdelivery on what you promise.

Myself

Not only are we the fastest growing agency group in China (number one in new business last year as per Media Magazine and R3) but over 50% of that growth is from existing clients that feel that we understand China, we understand building influential brands and they like our co-creative way of working. Simply said - we create influential brands effectively.