SIXTY Volume 22

“There is emphasis placed on the power of unexpected ideas, alternative approaches, and uncommon perspectives.

The program values seeing a problem from multiple angles and thrives on diverse points of view.

At its best, the program celebrates and rewards ideas that challenge the status quo. This is the creative industry’s most prized resource and the DNA most coveted in hires. Good ideas rarely come from playing it safe. They come from bucking the system, are born from approaches that don’t seem to be working, and run counter to category convention.

This is the Brandcenter’s secret sauce, so don’t overcook it with too much structure, too many boxes to check, or overexposure to flash-in-pan “trends.” Leave room for some chaos to focus on cultivating an atmosphere that prizes the power of purposeful creativity and the Brandcenter will never lose its magic.”