You probably want to grow. Which means people need to know about your thing. And why your thing is the best thing. And none of that is going to happen unless you have their attention. Not just eyeballs, but the type of attention that shapes brands. It’s not merely about grabbing attention, but holding it. Without it, you risk being ignored.
In a sea of competitors, creativity rises above all the noise. Honestly, it’s one of the last competitive advantages a brand has. It can jolt, shake, stir, motivate, move, and inspire. Anything, but be ignored. It sticks in the brain. And when your brand is sticky, you won’t need to outspend the competition to be remembered.
We like to say...
It’s not easy to gain or hold attention. But we don’t try to overcomplicate the process. For us, it really comes down to where strategy meets creativity.
Figure out the most interesting thing you can say.
Attention-grabbing work is forged through strategy: brand position, consumer insights, a big promise, and shaping a consistent brand image.
Say it imaginatively, originally, freshly.
Creativity is saying what you need to say in an interesting way that the customer wasn’t expecting. We’ve found that brutal honesty, simple solutions, and tension lead to work that gets noticed.
- Brand Position
- Brand Promise
- Brand Image
- Consumer Insights
- Campaign Development
- Art Direction
- Media Planning
- Digital Advertising
- Traditional Advertising
- Social Media Marketing
- Identity / Logo
First of all, strategy guides creativity. We need to know what we’re saying before we say it. Look before you leap.
We firmly believe that your brand is your most valuable asset. Put it on your accounting books if they’ll let you. Now, you might be listing off a number of critical assets you’d place ahead of your brand, but before you close this browser window, consider this question: “Would you rather own the Coca-Cola brand or their soda recipe?” Us too.
We also believe creativity remains one of the last ways to gain a competitive advantage over the competition. Saying things in an imaginative, original and fresh way is the way we help brands rise above the noise.
Let's face it; people don't like advertising. Even some of us who work here. We don’t say that for shock value, it’s the truth (also something we believe in). In the more eloquent words of Howard Gossage, “Nobody reads advertising. People read what interests them, and sometimes it's an ad.”
With that in mind, we believe you shouldn't have to repeat yourself ten times to be heard once. Instead of trying to outspend the competition, we like to say things in an interesting way that will jolt even the most indifferent consumer to action.
Finally, we can’t predict success. We’d love to, but can’t. No one can. Some of the most successful campaigns have failed in focus groups. Data doesn’t always lead to positive outcomes. Unanimous buying-in has flopped. It’s more art than science — otherwise everyone would follow the same formula and bask in the same success.
If you believe what we believe then we might just be a high-fiving match.