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Best New Thinking Winner 2010

Koan No. 9

Koan No. 9 Quick and clean

‘This job is quick and dirty. Actually it’s so quick you won’t have time to get dirty’

Caroline Denning Account Director Forward Jan 2004


The best brief I’ve had so far this year. And yes its a giggle but it’s worth pausing for thought. Why is it that the quicker you do something the dirtier it is? Remember how often the first 5 minutes discussion at a pitch comes becomes fundamental after 2 weeks around the houses. Is it possible that first impressions are more accurate than second or third impressions? There is a virtue in working and thinking quickly and instinctively.



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