Creatividad sobre Jerarquia

Apple Pro/Design: Core Advertising, Creatividad sobre Jerarquia
http://www.apple.com/pro/design/core/

CORE Advertising es una agencia de Saint Louis, Missouri, de la cual Apple hace una reseña en la parte de su sitio web dedicado a los profesionales en las areas creativas.

Empleados: 18 (5 estrategas, seis diseñadores, tres escritoress, tres productores, un administrador.

Philosophy: The Five Fingers of the CORE Fist

The individual. Everyone has equal power. Power comes from being right. There is no hierarchy.

The work never lies. The work is the foundation. The only source of power. The great equalizer.

Strength. We are all strong, talented, directed, intelligent individuals who don’t need or want to be protected. Insecurity and fragile egos lead to politics and corruption.

Trust. We are all good people. We are all talented people. We are all here for the same reason. We all respect each other.

Right and wrong. The world is gray. We are black and white. High contrast. There is always a right and wrong. A best and a not as good. The best answer might cause problems and may bring pain, but that does not negate the fact that it is still the best answer. Black and white forces confrontation and resolution. Gray avoids confrontation and resolution.