Tosh Hall, Global Chief Creative Officer at JKR, electrified the OFFF 2026 audience with his agency’s 10 principles of success. He shared three pivotal ones: hunt for opportunities, look back to look forward, and trust your gut. Hunt the opportunity means turning a bad brief into something amazing—like changing Budweiser from a summer camp to a coffee brand. Look Back to Look Forward is about finding inspiration in past projects; even if there’s nothing, there’s always something. And trust your gut encourages creative conviction.

JKR’s advice might just help us stop making bizarre briefs—like that time they wanted to make a summer camp with Budweiser. Tosh jokes it's easy to have guts, but finding the right instinct can be challenging. His example of the New York Philharmonic rebrand shows how identifying your unique identity can lead you back to greatness.

These principles could revolutionize the way creatives approach projects, perhaps even leading us away from our current brief-making pitfalls. If only we can avoid the next donut company gone awry...