EDITORIAL: De Bono proves size doesn't matter

A stamp of approval from lateral thinking creator Edward de Bono must be a particularly prized accolade for an agency that prides itself on its creativity. So congratulations to Shine on being hand-picked by de Bono to join his elite team of strategic and creative thinkers. It is quite an achievement for an agency founded barely three years ago, to be sitting at the table together with some of the world's leading management consultants and ad agencies.

A stamp of approval from lateral thinking creator Edward de Bono must be a particularly prized accolade for an agency that prides itself on its creativity. So congratulations to Shine on being hand-picked by de Bono to join his elite team of strategic and creative thinkers. It is quite an achievement for an agency founded barely three years ago, to be sitting at the table together with some of the world's leading management consultants and ad agencies.

The line-up of de Bono, Cap Gemini and Saatchi & Saatchi does, however, rather beg the question: why not Burson-Marsteller, Hill & Knowlton or Weber Shandwick, or any other of the Top 10 global players for that matter?

This is a definite shot across the bow of the large scale players delivered by a bright young hot shop - and food for thought courtesy of Mr de Bono, on the subject of biggest isn't always best.





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