“Curiosity about life, in all its aspects, is still the secret of great creative people.”
Understand what people need. Add value to their lives in unexpected ways.
Fresh, disruptive and transformative thinking begins with a deep understanding of human behavior. It’s how we approach every business problem. It’s where we find solutions that people truly care about. It’s what we call HumanKind™ thinking.
HumanKind is more than a philosophy. It’s our operating system, backed by a dynamic set of tools and principles that unlock compelling creative thinking. And it’s powered by Epsilon’s industry-leading data assets, allowing us to understand and create for individuals, not faceless crowds.
HumanKind™ also knits our global community together. To ensure we’re holding ourselves to the highest standard possible, our creative leaders from around the world come together once a quarter—bringing their diverse backgrounds and cultural perspectives—to review our work.
The HumanKind™ Scale
We rate each idea on our Humankind Scale to see where we need a shot of adrenaline and where we’re raising the bar. To win an 8-ball is one of our agency’s highest honors.
An idea that sets a new standard by changing the way the world thinks and behaves.
An idea that changes people’s lives by becoming part of popular culture.
An entertaining, participative, sticky idea that makes people share the brand globally.
A beautifully crafted, inspired, captivating, human-centered idea that matters to people.
An engaging, thoughtful idea that rewards people for their time and attention.
I understand the brand’s unique purpose—its reason for being in my life.
I don’t know what the brand stands for; generic or clichéd idea and execution.
An idea that creates no human interest or emotional connection. A category participant.
No idea. Completely unnoticeable, without any reward for people’s time or attention.
Damaging to both the brand and the agency because it’s so out of touch with the world.
The things we do every day
Making things that matter to people means our work takes on many forms. Which is why we have the expertise to match.