Understanding the game being played and its mechanics to make the best moves.

Most of the time, when agency projects don't work, it's not because the execution is bad - agencies are professionals at execution. When your projects don't work, it's often because the initial diagnosis was poorly made (or not made at all). Stop making graphic, economic or advertising diagnoses - all problems are human. Take a step back: we'll help you to distinguish between the true and false in problems, so that you don't waste your time solving pipe dreams.

The second (very) big problem in creation and innovation is that bad methods die hard. Brainstorming, personas, user journeys, all these methods that you think are reliable are in fact your worst enemy. We explain to you scientifically why these methods don't work, or why they're just methods of execution and graphic representation that can't replace strategy.

Do you really believe that by simply giving users everything they want you will strengthen your brand relationship? Do you think it will make them less disloyal? That they'll like you more? What if, in creation as in love, you started to become playful, surprising and amusing instead of simply following the rules? Get out of those dead advertising posters where nothing sticks out and start creating playgrounds.

A consultant doesn't have time to think. They just do it. We are teachers. We take the time to think, to explain, to train, to pass on to our students and to your teams. Because if you don't understand the concepts, if you apply recipes, if you don't integrate the principles of creativity, nothing will happen. Nothing will change.