Good Work Quarterly
As an agency, we created Good Work Quarterly, a quarterly meeting within our agency dedicated to the art of identifying and celebrating Good Work in the wild that inspires us as Creatives and Planners.
Every day, we apply a naturalist’s curiosity to identifying the celebrated species that is Good [Marketing] Work. To the untrained eye, Good Work can be difficult to spot among the ubiquitous species such as Decent Work, Fine Work, and So So Work. With Good Work Quarterly, we seek not only to identify the best of the best, but also highlight the differentiating and distinctive characteristics that mark Good Work in the wild.
For the inaugural meeting of Good Work Quarterly, everyone was provided with a scout book for field notes, branded patch and the GWQ Field Guide of the five key identifiers to help guide in the search for good work.
The Five Key Identifiers of Good Work
For those enthusiasts who wish to share and present their sighting of Good Work at our meetings they can submit their field notes should include both the “what” (images and/or a description) and the “why” (which characteristics of Good Work does your specimen display).
Hardworking
Whether soft-spoken or roaring, this kind of work is feisty and ferocious—doing all it can to move the needle and inspire action. It may not be beautiful, but it gets the job done. Bonus points if it’s beautiful.
Human
Known primarily for its ability to tug at your heartstrings with stirring calls that connect to a universal or human truth. Once spotted in the wild, good work like this elicits strong feelings that stay with you.
Transcendent
Whether soft-spoken or roaring, this kind of work is feisty and ferocious—doing all it can to move the needle and inspire action. It may not be beautiful, but it gets the job done. Bonus points if it’s beautiful.
Well Crafted
A captivating display of type and color. Or a magnificent collection of clever copy. Work like this courts your attention with its beauty, craft, and creative resonance. It’s the kind of work that makes you howl in appreciation.
Bold and Brave
It’s normal to be frightened when you encounter a bold and brave idea. Work like this is only born of a formidable mix of ambition, courage, and a willingness to take a chance. So, pay attention to your surroundings and treat the bold and brave with the respect they deserve!
Agency: Upshot Agency
Senior Creative Director: Kenny Friedman
Creative Director: Jack Liebl
Associate Creative Director & Illustrator: Dennis Swiec
Senior Art Director: Hannah Lesko
Senior Copywriter: Caroline Merten