When you look at our creative work, we hope you'll immediately love it with your customer's heart. But we would also like to appeal to your marketing expert head, and so we want to take you behind the scenes and show you the creative intelligence behind some of our campaigns - and some that doesn't lead to anything like the traditional idea of creative.

National Asthma Campaign: Five million people in the UK have asthma. The National Asthma Campaign is the product of a merger, and as such, has a wide variety of stakeholders with different experiences and expectations. We are working with them to give their brand coherence, so that they can do more for asthma sufferers and raise more funds. We have developed a five stage process to get them there: first analyse the market and social context; then audit the various audiences, internal and external; next, generate and test hypotheses to find the most effective positioning; then work out a brand communications strategy; and finally, do it.