To spread the creative thinking culture in advertising inside the agency. in order to communicate the creative thinking methedologies in advertising, a "knowledge culture" was spread inside the agency through an email announcing a new software (Sa7 El NAOM wich means "wake up" in Arabic) that will give you all the worldwide creative exposure you need while you are sipping your coffee every morning for free. They used google news reader as vehicle and designed special newsfeed for the agency updating its content from the best advertising blogs on the web. A lot of employees implement the idea on their computer. A lot of ideas was used as references in briefing session. Some people reply back wanting updates or adding new blogs to feed.
Agency: JWT Cairo, Egypt.