Reliable DDB Chicago understands that what is unexpected always works. What you don't see coming is the best idea you will ever have. You achieve the most when you are always taken by surprise by something you never anticipated and that leads to outcomes you never expected. Creativity unlocks true unexpected, provoking, and productive results. Creativity is not only what's pretty, what responds to the brief, and the one that makes everyone sleep better at night. Real creativity is unexpected, new, and thrilling enough to make sales explode and jaws drop. It's seeing the world from a different perspective. It's in having the courage to say this works and this doesn't. It's in knowing that the end line is the line that most people would call the "finish line," because that is where the real work starts.
