The worm in "all" good communication defined and put into strategic perspective

Is there a worm or isn't there? If the worm doesn't peak out from the communication you are creating and conveying, it's not engaging. And it will be viewed as uncommitted hot air.

What is 'worm' - it is the metaphor we must use as concept for what we at Gorm Larsen & Zornig create. So there is always an added element in the mix, something different, quirky or peculiar.

Our ambition is to work with a creative energy that can be expressed very simply with a single word: 'Originality'.

We must have originality in our thinking and substance in our creation as well as in the visual design. Then we are delivering solutions with worms.

Every creative process must be viewed and experienced like a treatment for worms - all great things are born from pain.

And this is what's thrilling and frustrating about being in a creative process, because the worm is in the ambition, and it must be realised and brought to light.

Our ambition must always be to create something special and unique - something original. In communication, the worm is what makes the difference, gives the story an edge, or shines through as a friendly, trendsetting curiosity.

The demand on all of us is to always look for the worm, be on the offensive in seeking it, and even to hunt for it around the clock.