01
Expectations
How well the work answers the brief ambition & relevance.
02
Ecosystem
How conceptually powerful ideas are as a whole.
03
Effectiveness
How well the project performs in terms of reaction and recognition,
01
Good
Impacts Performance
"The work is done well and builds trust"
02
New
Impacts Growth
“The work is unexpected, it builds momentum.”
03
Meaningful
Impacts Experience
“The work is insightful and builds purpose”
04
Change
Impacts Behaviour
“The work is important and shifts beliefs”
05
Progress
Impacts Culture
“The work is evolutionary and improves society”
