Objective

A creative team inside a communications agency has a growth problem it is rarely asked to solve: it is a cost centre until it can generate its own demand.

That requires the things agencies sell to clients, positioning, content, events, thought leadership, turned inward and applied to itself.

Creative response

Author and designer of the programme. Nine documents, all packaged 1 September 2015, each opening with the same section header: What the hell?

• Betelgeuse, the vision. Capture the world's imagination. The common purpose the other eight hang off: “It offers stability, focus and drive in order to collectively and effectively achieve a single goal”
• Boreas, client stories as documentaries. A fixed five-part format: designer interview, client interview, behind the scenes, production time-lapse, final product
• Clio, social and community. Digital and design services promoted through the group LinkedIn account
• Dionysus, events. Attending externally to meet prospects face to face, plus hosting at the office
• Eros, speaking. A long-term ambition to get the creative team onto stages
• Fates, sector entry. The health play that became Level Headed
• Apollo, client platform. Aldermore and Visa work including a Q3 2015 review and forward planner
• Rudolph, the year in review. A Client wins 2015 film with a mock-up set covering BT, BlackRock, C&CCC, Disney, HSBC and PayM
• Gaia. A ninth initiative, unresolved

• Betelgeuse, the vision. Capture the world's imagination. The common purpose the other eight hang off: “It offers stability, focus and drive in order to collectively and effectively achieve a single goal”
• Boreas, client stories as documentaries. A fixed five-part format: designer interview, client interview, behind the scenes, production time-lapse, final product
• Clio, social and community. Digital and design services promoted through the group LinkedIn account
• Dionysus, events. Attending externally to meet prospects face to face, plus hosting at the office
• Eros, speaking. A long-term ambition to get the creative team onto stages
• Fates, sector entry. The health play that became Level Headed
• Apollo, client platform. Aldermore and Visa work including a Q3 2015 review and forward planner
• Rudolph, the year in review. A Client wins 2015 film with a mock-up set covering BT, BlackRock, C&CCC, Disney, HSBC and PayM
• Gaia. A ninth initiative, unresolved

Results

Nine named initiatives, designed and packaged as a coherent set on one day, covering vision through to execution formats. It is the earliest evidence of the pattern behind W'A.I: building the system that generates the work rather than waiting for the work.