Creativity is the art of bringing together disparate elements to create something new. The world thrives on creative solutions to challenges. But creativity is often a mysterious process. It rarely happens on demand. Sometimes the best ideas emerge when you add a mix of influences and insights from different sources and let things… percolate. That’s why we’ve used the analogy of a percolator.

Percolator is a project of the Planning department at M&C Saatchi, Sydney. By sharing insights, trends and ideas of others – some of which are immediately and obviously useful, some which seem more obscure – to the people we work with, we help nurture the process of developing great new ideas.

After all, as Edward de Bono said, “It is better to have enough ideas for some of them to be wrong, than to be always right by having no ideas at all.”


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