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The Passport for Pause-Worthy Ideas is a guidebook to help develop compelling ideas and introduce our Five Principles of Pause-Worthy Ideas. The passport to success also gives employees a chance to collect ‘creative job’ stamps from a client leader. Every year, the employees who receives the most passport stamps will win the local Creative Employee of the Year award for that office, with all local winners going on to compete for the global title of APCO Worldwide Creative Employee of the Year. The passport consists of an introduction, Five Principles of Pause-Worthy Ideas, questions to achieve campaignable ideas and autograph pages to collect stamps.
We operate in a world of opportunities — yet also one filled with distractions, bravado, noise and obstacles. Developing Pause-Worthy Ideas can be a way to seize those opportunities and rise above the noise and distraction.
Pause-worthy Ideas are those that fuse the needs and interests of both a brand, a company, or institution with those of its multi-dimensional audiences. Pause-worthy Ideas are those that build and endure over time. Pause-worthy Ideas are those that beget multi-discipline and multi–platform programming. Pause-worthy Ideas are are our most favorite stories; we can’t wait to see what happens next.
Developing Ideas takes equal dose of curiosity, discipline and freedom.
We must start by being curious. We need to learn as much as we can about the company/brand/institution, as well as its audiences. Yet, we have to also begin a quest understand what we don’t know about the company, it’s audiences and the societal intersection between the two. We need to look at competitors — not just from a similar industry, but also from a set of competitors who may occupy the same mind-set of our audiences. We need to look at the environment with a unbiased lens to ultimately develop a true actionable insight: a fresh illumination of an objective reality.
We require discipline. We allow ourselves freedom.
We need to impose constraints to develop a true strategy, in other words, a prioritized choice. Making a choice provides a direct route to program. It allows us to focus our thinking and doing in a prioritized manner. We need a foundation that is rock solid and will be tight, yet ultimately freeing. And then, for ideas to flourish and become worthy of our attention, we need true freedom. Freedom to consider what’s possible vs what can’t be done Freedom to go against the grain of convention vs not maintain the status quo Freedom to not just act, but to ultimately make a difference, make things better and work with intent, purpose and meaning
We all
ow idea s to take flights
We embrace being nervous We encourage debate We believe in the rule of many We believe in the power of SO We believe in having prequels and sequels
We embrace being nervous Good ideas, at first, never feel like a finely worn glove. They are a bit uncomfortable, a bit scratchy. Being a bit nervous is a good sign. It allows us to truly think ideas through and answer objections and criticisms before we start.
We encourage debate If it were so easy, we’d have more ideas. Ideas should not be made by committee; debate and challenge, done constructively, helps ensure that our clients get truly best thinking vs consensual thinking.
We believe in the rule of many We don’t just come up with one idea and get started. We come up with many and winnow down to the best.
We believe in the power of SO? An idea that is never heard is not really an idea. An idea that doesn’t create impact for its owner is a failure. We have to test and question through every stage of our process, especially after we get less nervous and more excited. We must be able to answer so what and why now.
We believe in having prequels and sequels An idea needs to be credible and authentic. Ideas, like great stories need backstories. And like stories, Ideas need to have more chapters and sequels. A great idea is a springboard for activation. We can’t wait to express it over and over again.
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