The Human Kind Scale

T H E N E W 7+ G P C S C A L E

Dream To be the world’s best creator of ideas that truly move people - bar none.

You can look at a business problemas a set of numbers.

Or, you can look at it through a

more human lens.

Everything that matters in our businessbegins and ends with two things:

PeopleTheir Behaviour

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Creativity has the power to transform human behaviour.

10 Changes the world. 9 Changes the way people live. 8 Changes the way people think and feel. 7+ An inspiring idea, beautifully crafted (HumanKind Act)

6 An intelligent idea. 5 I understand the brand’s purpose. 4 I don’t know what this brand stands for. 3 Invisible. 2 No idea. 1 Destructive.

T H E N E W 7+ G P C S C A L E

1Destructive. This is a complete waste of money. People reject the brand.

Pollutes the public space. I’d be ashamed to be seen with this brand.

2No idea. This concept has no thinking. Afterall, we are an “ideas” industry.

Without ideas, we have no future. Creativity is the primary asset of brands

and communication companies. Our duty as a communications agency

is to create ideas so powerful that they truly move people. People demand

to be entertained and rewarded for the time they spend with

our communication.

3 Creates no human interest, no emotional connection.

Visually uninteresting. Wallpaper. Cliché.

We don’t have a divine right to people’s attention.

We have to reward them for the time they spend with our communication.

4I don’t know what this brand stands for. People are our focus. Everything we do is designed with a brand purpose

in mind. A brand without purpose is one that will never be understood

or embraced by the people.

5Brand Purpose. This is not a promise. Not a position. Not a benefit. A purpose.

We’re people talking to people. In order to make real human connections,

we need to put a meaningful Human Purpose at the center of our brands

in order to truly connect with people.

6An intelligent idea. An idea that treats people with intelligence. An engaging idea.

Everything we do as an Agency is rooted in the belief that creativity

is most powerful when it creates HumanKind Acts...not just advertising.

An idea that is designed entirely with the audience in mind. An idea

that is media-neutral in concept and media-infinite in execution.

7+HumanKind Act. An outstanding idea. A human centered idea, brand or experience

that has the ability to transform the way a person thinks, feels

and ultimately behaves.

An idea that inspires, captivates, fascinates and activates.

And of course, is immaculate in its craft and execution.

Changes the way people think and feel. We must never lose sight of the most important thing: What matters

to people. We believe creativity should enrich people’s lives. This idea

has a genuine role in people’s lives. This is content that is entertaining,

engaging, interactive, interesting, relevant and useful. And above all,

it’s brilliant in its creativity.

9Changes the way people live. An inspirational idea that moves people. A visionary, brave, powerful creative idea.

A brand that has a human purpose at its core. A HumanKind Brand.

10Changes the world.

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