Each adverting agency uses its own set of tools for developing brand propositions, creative insights or big ideas. All of these tools are somewhat different and unique; however, they are all rooted in the same principles of branding and marketing. It would be right to say that the main difference in agency strategic tools is often the agency’s work culture itself – that is, the process of how each agency approaches the client brief and how it envisions the solution. In this article, we present two strategic tools that we have found to be essential in developing excellent creative work at our agency, Bruketa & Žinić om. We use them on a daily basis, or more accurately, on every brief.