How do we define The JCPR Way? Well, the short answer is - with difficulty. It can sometimes be a nebulous concept. Yes, we do have certain processes in place (borrowing, wherever and whenever needed, from the proprietary tools of our parent company, Edelman) and we do have a couple of models of our own. The JCPR Influencer Model has been used successfully to build both influence and traction for, among others, PlayStation and O2, Courvoisier and Snapple. The Chocolate Fudge Cake Model started off life as a mechanism for ensuring that we never niched the coverage opportunities - but it has grown to become a way of thinking in which all Cooperettes are specially trained and which truly characterises all our great campaigns and work. We talk happily about Sex, Fame, Humour and Controversy ... and Culture, too. From Edelman, we can borrow (and we do) The Relationship Index, The Trust Barometer, BrandCARE, the Pioneer Thinkers Roadmap - and more. We use all these, on occasion, to good effect. But we still care passionately about our Creative Culture - a Creative Culture, starting with our own people, rooted in strategic insight and backed up by a twenty-year heritage in groundbreaking and award-winning campaigns. We also care passionately about the quality of our work - hence we were the first Agency to appoint a Writer-in-Residence, followed swiftly thereafter by a Blogger-in-Residence also. Above all, it is this fusion of heritage, insight and expertise - combined with an absolute commitment to quality and excellence in delivery - that really and properly constitutes The JCPR Way.