At BJL we are ruthlessly inquisitive and result orientated. Which could explain why our favourite words are 'how?' And 'why?'

We also like to keep it simple and work with 4 overriding principles.

Set a target

If you can't measure it, don't do it and if you can't act on what you have found out – don't measure it. It is almost a mantra you will hear chanted in our agency – and we mean it. We are obsessive about ideas and communications that work, that change behaviours and deliver commercial and creative success.

Ideas are born out of rigour

Ok, ideas sometimes come as a flash of inspiration - a "eureka in the bath" moment, but not often enough for us to rely on this. We have a rigorous and flexible 360degree planning tool "dynamic planning". It makes powerful links between consumers and brands; it discovers compelling brand ideas that engage consumers and deliver business growth. Dynamic planning is brimming with tools to help us and works whether we are looking at a major rebrand or a tactical campaign to drive short term incremental sales.

Exercise all the brain

We believe in the marriage of left hand and right hand of the brilliance that come with combining magic and logic. Ideas can and do come from anywhere and we have a range of really sharp brains and exceptional talent to engage in the task. Wherever you sit in our agency, you have got to use your brains and use them a lot, so it's lucky that we have so many great brains to work with across all disciplines - from insight driven planning to inspiring PR; from data-driven CRM to stand out creative - our integrated skillsets optimise our brains. Optimised brains make great work which is good for business.

Team work & collaboration

No man is an island.. in fact we are all better as a team and our ethos of working together runs through our DNA. And it's not just about working internally across Planning and PR and Creative and Brand team.. we work better when we work hand in hand with our clients, when we share knowledge and inspiration, when we have brain-sailing sessions with the wider business, when we burn the midnight oil getting to the perfect solution. Together we are better and the wider the team the better - our team, the client team, the customer, the consumer. This is where really powerful works comes from and always will do.