The world is flat according to Simon Higby at DDB Stockholm, the creative hothouse for clients such as Volkswagen, McDonald's and the Swedish Armed Forces. Or at least the corporate hierarchy is flat. Other than having a Managing Director and Creative Director, DDB Stockholm keeps its ecosystem as level as possible. And the creatives are very much, as Simon says, "the pivotal people." They are so crucial that it's routine to see two senior creatives and one business director take the lead on clients. After the core team come the essential competencies, but all members of the team are allowed direct contact with a client-- who is also a part of the team. The upshot: ownership of problems and a team mentality that begets great work and great results for the clients and the agency. And there's at least one other outcome as well: proof that creativity is the most powerful force in business when the flora and fauna of ideas are in the right environment to grow.

One of the greatest compliments I have ever received for any piece of work was seeing our campaign, the Fun Theory, on the wall of our head office in New York, alongside a picture of Bill Bernbach accompanied by one of his famous quotes -"The future, as always, belongs to the brave."

If the future belongs to the brave, then doesn't it follow that the future of creativity is about being brave? Brave in the ideas we present, brave in how we present them, brave in the way we execute them. Isn't the future about helping our clients to be brave, holding their hand while we take the leap together?

I think the answer to all of the above is yes, it always has been. But to be brave you need an environment in which to do it. I think we have created that environment at DDB Stockholm. A unique creative environment, which combines the traditional Swedish working values with more modern aspirations. So what is our recipe for success, our "brave potion" so to speak?

Confidence from the leadership - We have a structure where the leadership show faith in their employees across all departments, backing them in tough situations when needed. We always know that whatever happens, within reason of course, that our decisions and willingness to be brave won't end up in us losing our jobs. For they have a belief that the best work, and the most profitable work is the stuff that sticks out, that dares to be different.

Think long term - We've all jumped from a diving board. Starting from the lowest, then working our way to the highest when we get the courage to do so. It's the same with clients and brands. We have to go one step at a time. Each time becoming a little braver, taking one little step up to a higher creative level.

Hiring the right minds - its not only creative's that make brave campaigns. That might sound simple but it's about so many more people than that. It's about having a team confident enough to try something new. From technical guys willing to program the impossible, to account directors ready to go over the marketing dept to the managing director to make an idea happen. It's always easier to be brave when people have belief, so hire minds with belief.

Small teams & close client relations - We work with smaller teams responsible for individual clients. This enables those people to build trust and belief with the client decision makers and vice versa. The ultimate aim is for everyone from account director to studio designer to be on first name terms with the clients. If we have trust, if we have a team unity then a client is far more likely to have the ability to be brave and we are far more likely to be able to have the confidence to present the brave idea.

But before I go deeper into detail on this I would first explain that unlike other areas of the world, we in Sweden don't deal in too many job titles. We have an MD and a CD but we purposely try to keep the system as flat as is ultimately possible. We operate in a culture of responsibility and respect where who you are and what you do is worth a lot more than words after your name. Nobody works for anyone else; we work for each other, helping each other help the client.

It's important at DDB Stockholm that creative people are very much the pivotal people. We truly believe that creativity is the most powerful force in business and in order to live by that mantra we need to let creativity drive that business and drive DDB Stockholm.

If I were to take a classic example of client team structure from our office I would say it's most common to find two senior creative's and a business director taking the lead on a client. The core team is then surrounded by other competences. From graphic designers, to web designers, to producers, to technical experts. Please note the lack of any titles relating to anything other than that person's job function. I say again, nobody works for anybody; we work together as teams of superbly competent people with one aim - to do great work that gets great results.

What's even more important to emphasize is this. Yes we have a core team, the "go to people" for any client - that's important of course. But we purposely allow all other members of the team direct contact with the client. That way, as I said earlier in this piece, you end up with a dedicated team that feels ownership of problems and has a total understanding of any piece of business. Gone are the days of hiding behind anyone else. We all stand up to be counted and take responsibility. Responsibility for any problem, but also importantly, responsibility for any success, which we celebrate together.

That's just a few of the things we do in Stockholm to help the brave ideas come to the top. I don't know if it's the right or wrong answer, it certainly isn't the only answer, but it seems to work for us and it may work for others.

You see ideas have never been the problem, they will always exist. It's about having the right conditions in which to help them grow. Having the right conditions in which people feel they can truly be brave. The future of advertising belongs to those ideas that make us sit up and watch, that make us shut up and listen. And those ideas only come from a team of people, both agency and client together, that have enough confidence to dare to think of them, dare to sell them and have the guts to buy them. Bill Bernbach spoke about the future all those years ago, that time is now. So let me leave you with these words:

"The present, as always, belongs to the brave."