JUSTIN COOKE, UK CEO

NEW BREED OF AGENCY.

I S O U R I D E O L O GY

I t ’ s o u r p r o c e s s o f

q u e s t i o n i n g e v e r y t h i n g

We believe brands will only succeed if they care what works and what doesn’t.

Both for their products and the world as a whole.

3 K E Y P O I N T S T O D A Y

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Does it Work? is core to our culture.

Does it Work? is about data and creativity.

Does it Work? means measuring what matters.

Average Daily Viral Impressions

85,850 (9,844 in Dec.)

Shares

3,791 (306 in Dec.)

F E B R E Z E

Does it Work? is our way of putting our creative brilliance through a more rigorous filter.

IT HAS TO IMPACT THE BUSINESS

AND IT SHOULD IMPACT CULTURE

PRACTICE & PREPARE RELENTLESSLY

BRING BOLD IDEAS

BE INTERESTED & PASSIONATE

BE TOGETHER WITH YOUR TEAM

THERE’S A MYTH THAT DATA IS THE ENEMY OF CREATIVITY.

Data and creativity are not natural enemies. They’ve just been deployed the wrong way.

Data, without the filter of a human element, has no

tact, no social grace and no conscience. Relying on it

exclusively to make marketing decisions is a recipe for

an awkward tragicomedy.

So while data by itself does not provide solutions—it can provide a clearer vision of opportunities.

Measuring what matters means alwaysthinking about the larger goal.

DEFINE (AND REDEFINE) THE ALL-UP CRITERIA FOR CLIENT SUCCESS EVERY 6 MONTHS.

ELEVATE THESE BEYOND SIMPLE METRICS.

ENSURE EVERYONE HAS A STAKE AND A SAY IN THIS (INCLUDING AND ESPECIALLY THE CLIENT).

MAKE THEM LIVE AT THE TOP OF EVERY BRIEF AND THE FRONT OF EVERY DECK.

THIS IS NOT MEANT TO LIMIT USS.

IT’S ABOUT LOOKING AT THE BIG PICTURE.

THE LONG GAME.

AND NO ONE GETS THE LONG GAME LIKE JAY-Z.

THE MAN’S HAD GOALS SINCE BACK IN THE DAY.

“I hit the streets for the same reason a lot of other kids do: I wanted the money and excitement and loved the idea of cutting myself loose from the rules….

The only reason to do it is for the top slot, for the number one position.”

“I hit the streets for the same reason a lot of other kids do: I wanted the money and excitement and loved the idea of cutting myself loose from the rules….

The only reason to do it is for the top slot, for the number one position.”

JAY-Z GOALS:

· CASH MONEY· THRILLS· NO HASSLES· TO BE #1

CASH $ THRILLS NO

HASSLESTO BE #1

JAY-Z GOALS

CASH $ THRILLS TO BE #1

JAY-Z GOALS

JAY-Z METRICS

NO

HASSLES

CASH $ THRILLS TO BE #1

JAY-Z GOALS

JAY-Z METRICS

Take home pay

Bling

Caddies

Cribs

NO

HASSLES

CASH $ THRILLS TO BE #1

JAY-Z GOALS

JAY-Z METRICS

Take home pay

Bling

Caddies

Cribs

Still married to B

Court-side sports

Meeting with other ballers (e.g., Obama, Gates, etc)

NO

HASSLES

CASH $ THRILLS TO BE #1

JAY-Z GOALS

JAY-Z METRICS

Take home pay

Bling

Caddies

Cribs

Still married to B

Court-side sports

Meeting with other ballers (e.g., Obama, Gates, etc)

Number of problems

Law suits

Elevator rides with Solange

NO

HASSLES

CASH $ THRILLS TO BE #1

JAY-Z GOALS

JAY-Z METRICS

Take home pay

Bling

Caddies

Cribs

Still married to B

Court-side sports

Meeting with other ballers (e.g., Obama, Gates, etc)

Number of problems

Law suits

Elevator rides with Solange

#1 albums

#1 on list of paid rappers

Magazine covers

NO

HASSLES

PLAY THE LONG GAME

@JUSTINCOOKE@POSSIBLE