A metaphor to consider:

Agencies are in the business of brand health. Sometimes, we prescribe painkillers; our advertising seeks to solve serious business problems. Sometimes, however, agencies are tasked with producing brand vitamins. From time to time, we need to create things that enhance or strengthen a brand where a clear problem doesn’t exist. That can be challenging, but it’s extremely important.

A little cheesy? Maybe. But when someone at AKQA articulated their work in this way yesterday, I just had to scribble it down. Just one of many takeaways from an insanely smart shop. 

Rachel Benner. 05.10.2017.