A room full of talent, a box full of stuff and a gnarly deadline.

It’s easy to say words like interdisciplinary collaboration and multi-platform activation. OK, it’s not so easy, but they’re certainly bandied about aplenty.

One thing I learned at SCI-Arc was to think through my fingertips. “Put it up on a wall”, we used to say, “and if it’s not worth showing, it’s not worth making”. I think that was my first experience with an agile workflow. Sorry, Silicon Valley Inc.

So I’m super excited about the launch of Sid Lee Studio. As Doug Zanger, North America Editor At Large of The Drum, captured, we’re in a time and place where the solutions to our marketing challenges won’t always be discovered in a brief or through a strategic framework (and I do love me a strategic framework).

Sometimes it will take a room full of talent, a box full of stuff and a gnarly deadline.

I’m fortunate enough to know a lot of incredibly smart marketers and I’m humbled by their expertise every day. And I think they are rapidly converging on the notion that the tools and metrics we use today are increasingly wide of the mark in measuring the value our brands deliver to our customers. So how do we know we’re succeeding?

The work I find most interesting today is work that’s a journey, where learning and iteration become intrinsic to creation; with a willingness to start without knowing the answer.

Today, Sid Lee’s new global ‘maker studio’ of 100+ creative technologists, engineers, architects, content creators, product designers and event producers are gathered around a table, ready to take that journey with their clients and collaborators.

This is going to be fun.