Xavinci they believe that Innovation and Creativity are two distinctly different things that need to converge properly for a project to be successful. Creativity being the “Big Idea’ and all the ideas that surround it, and innovation being the “Execution” of said idea. Most agencies tend to focus far more attention on the front end of the innovation process, the creativity. But where there is a real differentiator is the equal attention they pay to the back end. Therein lies the core philosophy for their creation process and how they approach client work from initial strategy phase to evaluating the effectiveness of a successful launch.