Creative Development Process for Agency
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Our belief is that the strongest consumer relationships are built on
the Human Potential of brands, which is the power a brand holds to
touch the deepest level of human insight and belief, beyond just data
and beyond common insights, to create the most human, empathic
relationship with the consumer, now and for the future. By fully
realizing the human potential of a brand to connect to real human
needs, we accelerate adoption, create loyal relationships and build
ongoing profitability for our clients. Some of our most famous examples
include:

Marlboro: Not just a cigarette, but the embodiment of rugged
independence.
McDonald's: More than a restaurant. Our advertising has transformed
McDonald's into a family home away from home.
Allstate: No other insurance provider evokes the safety and security of
"being in good hands."
Altoids: Transformed from a small local player to the 1 breath mint.

Understanding the human potential of a brand requires unique
explorations, insights and analysis to create the strongest bond
possible between the hearts and minds of our target and the soul of our
brand. It requires a proactive thought process which interrogates the
three key life stages of a brand's development. They are:

· Discovery - understanding who the brand is and who it could be
(truths, intimacies and dreams)
· Imprint - integrating that understanding into everything the brand
is, does and says (beliefs, experiences and expressions)
· Growth - recognizing how far the brand has come and how far it has
yet to go (reality, opportunity and destiny)

This philosophy works because it defines a total relationship. It
galvanizes and unleashes the full power of a brand by embracing each of
its facets - the organization, the product and the communication. It
also defines an enduring relationship. It gives a brand the form,
shape, meaning life and truth necessary to enter into peoples lives by
invitation and for a lifetime.

This practice works because it is founded upon the collective,
innovative ideas of our people. It enables the brand team to
interrogate the brand as if it were a human being, acknowledging that a
brand is now much more than the personification of a product. It also
helps them to fully understand the brand's complexities and unlock its
ability to build enduring relationships with people. This practice
works because it demands that the brand team abandons the idea of
"consumers" and embrace the idea of "believers." This ensures we will
convert people who no longer believe in anything brands say, into
people who believe everything their brand is, does, and stands for.
This practice also provides the brand team with a goal: for the brand
to become 'one of us' - to belong with people, not to its manufacturer.
By achieving this goal, in partnership with clients, we create wealth
that can be counted and wealth that money can't buy.