This month CumminsRoss has embarked on a new cultural journey.

Under the theme “Commonsense” the agency will be unveiling a new range of internal and external processes, tools and behaviours that we believe are long overdue in the industry.

We recognise that the advertising business has evolved into standard practices and dynamics. And it is hard to build a better mousetrap.
Many agencies have their proprietary themes, buzz words and ideologies. But essentially they all follow a well-honed approach to solving client problems.
What we have seen is an overreliance on processes, technologies and data at the expense – or indeed in place of – quality thinking and insight.
Commonsense is our attempt to factor in thinking when using these tools not simply believing that the tools are the answer in themselves.
Ideas and insights are more important than ever before.

And so we have invested in understanding and education ourselves in neurosciences under the tutelage of renowned author on the subject, Dr Peter Steidl.
We created the theme Commonsense to mirror our agency model.
We believe it to be Commonsense that all disciplines in the marketing and advertising function should work together. And that collaboration is the key to better business outcomes for our clients.

The One Stop Shop is the Commonsense answer. Creative and Media should always be together.
It is true that Commonsense doesn’t sound very sexy. It is not disruptive, or thrusting.
But Commonsense isn’t the waypoint in. It is the outcome.

If a brand challenge calls for dynamic, break all the rules, unconventional thinking, then if it is the Commonsense thing to do, then we do it.
Commonsense doesn’t happen to everyone instantly. The agency will roll out our approach over time, not overnight. Internally we will be working in teams to refine and rehearse our new process and will apply it when we believe it is working smoothly.
The overriding goal is to get more people thinking rather than just doing.

As Frank Lloyd Wright said;
“There is nothing more uncommon than common sense”