AKQA internal beliefs revealed for the first time
This monday I went to a nifty little congress at the Hilton hotel in London. I was particularly looking forward to hearing the talk of Ajaz Ahmed, co-founder and chairman of AKQA as I am always amazed at the work coming from their shop! (GAP StyleMixer iPhone app, USPS augmented reality tool, Fiat eco:Drive) Here is a taste of their latest work: Nike Football+
Ajaz first blasted the audience away with cool videos about the agency and their work and then continued by stating that "The future belongs to people who create".
He then then said that this would be the first time that AKQA would reveal their internal beliefs in public.
These beliefs are based around 'the fab four' core values: innovation, service, quality, thought and are sprouted from seven trends that are shaping the technology and media landscape:
- On-demand reality is here
- Media fragmentation and ad-clutter everywhere
- Consumers customize and create
- The profound rise of "Channel Me"
- Marketing and product have converged
- Entering the age of perfect information
- Virtual is reality
These trends form the base for their internal beliefs and the way they asses ideas and concepts. In other words, a checklist for creative quality control for advertising agencies:
- Think the impossible
- It's good to be first, it's better to be good, it's best to be both
- To create the future live fully in the present
- The best advertising, isn't advertising
Furthermore AKQA doesn't let anything to go out of the door if it doesn't hold up to these two requirements:
- Capture the imagination
- People should want to share it
Based on principles that answer the following two questions from consumers: "So what?” and “What's in it for me?"
Ajaz finished with a final advice to brands, in which I can totally relate to:
"Brands must understand that people have their own personal brands and are not willing to associate with anything lame."
Wise man...
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