The answer almost always lies somewhere in the middle

Part of what inspired the launch of The Great Unknown and the kind of work we aspire to create, is a belief that the answer is usually somewhere in the middle.

And just to be clear, that does NOT mean average.

In Advertising, we need to be good at sitting in the middle of things. In simple terms, creatives sit between their business and their client's business - clients sit between their shareholders and their customers - and of course customers sit between their wants and their needs.

Each of these positions have their own agenda and version of success. They can be born of tangible needs, shaped by invisible forces and judged with gut feelings.

Because of these wonderful ambiguities, at The Great Unknown we believe our job as creative problem solvers, is an ‘and’ not ‘or’ arrangement.

It’s not Art or Science, right or wrong, sales or brand, long or short, all or nothing – the answer sits somewhere in the middle. The intersection of where often unequal forces meet.

Each arriving unique to the situation and requiring open minds to push and pull, propose and reject, scribble and erase, capture and discard, debate and decide to find the best combination of completion and success.