statement 02

Begining is crucial. If we "only" answer to the brief, we only do what is asked. Instead of an agency, we look like a factory. In this case, what is the difference between our agency and others competitors? Almost nothing. If we act like that, we are like a supplier, like an executant and no one wants that right? There's no added value.
 
So the part of a creative’s job is not only presenting the answers but also asking the right questions as well. Does the problem is the right one (root issue) to solve? Assessing the brief, going that extra mile often make the difference. And most of the time, it requests to do the homework (sometimes litteraly working at home during the night).

Asking the right (insightful) questions lead to relevant answers.

note: usually, we can evaluate a candidate not only by his answers, but especially also the quality of his questions.