Six cocktails (and lessons) to bring cheer to the new year

AI didn’t replace our thinking—it freed it. Hopping off the task treadmill gave us more hours to focus on the big swings and fresh ideas that move brands forward. It reminded us that curiosity is a superpower; the more we explore, the more we discover. And its proof that the best tools don’t just make you faster—they make you better.

This would apply in 2015. Or 2005. Or 1965. But it bears reiterating because it’s just that important. A tight brief is the spark that ignites exceptional creative work. It aligns teams, clarifies purpose and gives ideas the runway they deserve. When the brief is grounded, the work can soar.

With hybrid work, connection is harder. It just is. But that doesn’t mean it’s not possible. We’ve learned to make space for the conversations, collisions and thought-starters that used to happen naturally in the office. Don’t be afraid of the awkward silence! When we lean into both structured time and spontaneous moments, the ideas get better. The real magic happens when we carry that in-person energy into our work-from-home days.

New talent keeps any team from going stale. Fresh thinkers bring new approaches that push us and challenge us to make sure we never settle. But we can’t just hire great people—we must set them up to run fast. Onboarding hungry minds with a full-plate levels up the entire team.

In a remote-first world, culture is more important than ever. That’s why we dedicate a week each year to fly in all remote workers and get together as a company. Those in-person moments build trust that can withstand distance, deadlines and even the occasional confusing email thread. When people feel connected, the work—and the workplace—flourish.

Brands are never static. They’re living, evolving organisms that need time, attention and honest reflection. We have a devoted process to ensure brands get the attention they need — Brand Camp. Year after year we see brands new and old find a spark at Brand Camp that pushes them into bolder, braver territory. The strongest brands grow because someone cared enough to tend the fire.