Businesses who use the Basic technique shape the world.

That’s because they don’t just spend their money and ideas on media; they invest it back on their business to deliver the value they promise in ever more remarkable ways. The most ambitious brands are now becoming the leading global engines of philanthropy, exploration, innovation, and entertainment because of this.

And we want to see more of it. That’s why its our ambition to see 10% of every brand’s yearly marketing budget invested back on themselves, dedicated to answering their unique purpose in more creative ways.

That’s 10% of $500,000,000,000 every year. A pretty significant sum. So pretty significant results – for the brands, and the areas of life they want to effect.

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