Definition

Efficiency: n. uncommon noun. Said of someone or something which produces that which is expected, which produces useful results and which, sometimes, goes beyond expectations. i.e. a washing powder which proves its efficiency against stains, the efficiency of a bio yoghurt on the organism, the efficiency of a well thought out communication campaign.

Imagination: n. common noun. Creation, artistic or editorial inspiration. Abstract or very abstract concept. Imagination could be likened to a plum tree which bears apples: it’s unexpected. But the fruits are still fruits, and the best ones are those of our imagination.

Reactivity: n. common noun. The force a body exerts on another which in turn determines its own force. Simply put, reactivity corresponds to the capacity to bounce off of that which surrounds us, to understand the issues in order to bring a relevant and concrete response...and all of this as quickly as possible of course... i.e. Grenade shows clear reactivity on all our campaigns.