New Republique: Paddington

About

We are an independent creative agency whose mission is to redefine advertising for a digital age. A strategy is a framework for a rationale. A way of rationally going through the steps to identify a direction. The most important thing for a strategy is that the data should lead the direction. It’s not a good idea to allow personal opinion or your personal feelings direct the strategy. I often say that a Strategist’s role is to get out of the way and let the data do the work. After this you need to let the accident happen. The accident is simply the moment when you read somewhere or hear someone say something that just clicks. It’s the moment when all the pieces fall into place. Many people think strategy is a linear process; but I can tell you after years of writing strategy – it’s not! The process only gets you so far, after that you need to let go and let the ‘Happy Accident’ happen.