Tosh Hall, Global Chief Creative Officer at JKR just shared the agency's 10 principles for success in a genuinely electrifying keynote at OFFF Barcelona 2026. The showreels interspersed into the advice were indicative of the agency's huge success working with iconic brands (they didn't win last year's BIA best of show as a fluke y'know!). Seeing so many stellar projects fused together invoked tingles - especially the Olympic sonic design made out of heartbeats. Also included was that groundbreaking Burger King rebrand as well as work for Budweiser, Paramount, Blood Cancer United, Dunkin', Yahoo and more.
While we got a full explanation of all 10 principles in the room, Tosh ended the presentation by recommending we just pick three (and if not three, then just try one). So that's what I'll do here – pick three. JKR itself picks one a year to swear by, FYI – last year it was 'Celebrate Wins', and this year it's 'Demand More'. There is also Question Everything, Tell Better Stories, It's All About the Idea and Find the Joy to pick from.
