TBWA CHIAT/DAY "Great creative should win out over unyielding strategy at every opportunity," declares Bob Kuperman, president and CEO, TBWA Chiat/Day, Los Angeles, the advertising agency that has given birth to some of advertising's most memorable images--from its classic work for Apple Computer (above) to its present efforts on behalf of Energizer and Taco Bell.

It's a given that fostering creativity at meetings is central to Chiat/Day's corporate culture. To do that, the company has long pioneered the concept of giving its staff a cutting-edge working environment. For many years, it was a Frank Gehry-designed office building shaped like an upright pair of binoculars in Venice Beach, Calif. In September 1998, corporate headquarters moved to a 120,000-square-foot former shipping warehouse in the Playa Vista section of Los Angeles that was transformed by Clive Wilkinson Architects into an "Advertising City," complete with landmark structures, park space, and an irregular skyline.

The meeting space, including a main conference room with a 26-foot-high ceiling, is housed in a landmark structure called Park Tower. The environment is intended to offer the creative types who confer in it room for flights of fancy. In the words of the architects: "Cathedral in stature, log cabin in character, the building attempts to embody the meeting of fantasy and everyday which is at the soul of creative advertising."