June 21, 2007
Chaotic Creation
W+K London is one of our favourite agencies and provide some of the best work the UK and the world gets to see. Much has been made of their alternative working practices and in particular their idea creation process. Julianna Xavier spoke to Stuart Smith, W+K’s planning director.
“At W&K they try to stimulate what they believe is a creative fertile atmosphere: chaotic, with no defined routine and diversified - where chaos can be an inspiration to creativity for it contributes to the excitement and the interest. It is also physically represented in what I would like to call “The Collective Incubation Room”; a room where everybody can contributes by putting images, quotes, articles and thoughts. It works as the physical collective brain of the team; represents the voice of the brand and promotes possible connections between ideas.”
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