‘Wouldn’t it be great if…’ Five words to start something, or change something, or take us somewhere entirely unexpected. Five words on every creative brief we write. It’s the permission we give ourselves to be ambitious with our imagination, to wonder how we could really make a difference if we could do anything – because we can. It’s also the spirit that drives us to make the most of our independence and run our business in ways that suit our clients better. In our experience, good things happen when somebody says, ‘Wouldn’t it be great if…’