Great ideas come from an inspiring strategy. Strategy is an old military term. In that context strategy is a matter of life and death. It can be the same in our communications. Defining and implementing a successful, multichannel brand communications strategy can make a real difference to people’s lives. For us, there’s nothing more rewarding than working on a project that helps people feel better.

But when agencies struggle to translate a wonderful strategy into great creative, nobody feels good. Our job is to make our clients look good and feel good, so we have pioneered our own technique for ensuring that we only present creative work that is strategically ‘on point’.

We believe that things must ‘look right’; that communication should be visually attractive and easy-to-read. Readability comes from the right language and a variety of sentence lengths. Including some short ones. Avoiding jargon. Keeping it simple. And having a good story to tell. Far too many healthcare communications are baffling. Eleven years since Elspeth Murray first posted her poem, it still explains what we are trying to avoid (and achieve) with perfect poignancy.

And of course, it goes without saying that beautifully crafted scientific copy and elegant design should always be best friends