The biggest enemy of ideas is bigness itself. Ideas need the passion, commitment, and determination that small groups engender. Each shop is headed by a creative director and a writer, who assume all creative responsibility for three or four clients. Those ideas may come at 3 a.m. or while you're eating lunch. The more organized we can be about the everyday running of things, the more time we have to spend on ideas.
Ideas are serious fun.
After all, what matters is the idea. What doesn't matter is how you get the idea. What we do is a whole lot of work. It's just that we put people in a fun environment so they can do their work. Because the next job is already on your desk.