As we have evolved at 5ifth element, our projects, deliverables and traffic have become more numerous and diverse and so managing all that we have going on has obviously increased in importance. Through the years, we’ve utilized a wide variety of project management tools including collaborative lists, spreadsheets, Microsoft Project, and just plain pulling our hair out! We initially began using Basecamp about two years ago to consolidate as much information regarding workload, competing milestones, files and information across many projects, clients and teams.

5ifth element was honored with 7 awards – including 1 Gold - Saturday night at the Lexington Advertising Club’s Addy Awards event at the Hyatt in downtown Lexington. Work for agency clients Hospira, Academy of Doctors of Audiology, and UK Choirs - and 2 self-promotion entries for 5e - were among the pieces to receive recognition.

We live and die by innovation. It’s Darwin for a new century: to succeed in this competitive climate, you have to innovate. So what’s so hard about innovation? Perhaps it’s that revolutionary ideas force change, and humans have trouble imagining change. Any 6 year old will tell you that change is uncomfortable (just ask my daughter), and any focus group of your target audience will prove it. Our perceptual system is programmed to find comfort only in what we recognize, and to fear the unknown. To innovate, however, we need to imagine what is NOT there, to explore the unknown. We need to identify open space in the marketplace and set up shop there, which is counterintuitive. It is, however, achievable if you observe your market landscape through the lens of possibility, and are able to read the white spaces between the black letters. Which is exactly where 5ifth element comes in. We believe in the power of innovation so completely that we have developed an observational program specifically to encourage it, and to capture the results that truly drive marketplace change. We call it BrandSource™ This is where the rigors of observation yield to the opportunities of insight. This is the launching pad of true innovation. We live by innovation. Stay tuned.