Firm Strengths for Agency
03-1014982-900

Brand Strategy:
Insight is the bedrock of a great brand story. We dig until we hit it.
Our brand messaging process varies for each client. But one common
belief drives our approach: Insight and understanding are at the heart
of every great story.

We approach strategic planning as an inclusive process, relying upon
the expertise of our creative, media and account management resources,
in addition to our research and planning capabilities. The insights
derived from this integrative approach capture the essence of the brand
and bring to life the stories that resonate in the marketplace to
create brand fame that goes well beyond the category.

Powerful brands and memorable brand stories result from not only
generating brand awareness, but instilling brand cognition. Brand
cognition provides the vital link between brand awareness and brand
choice: It moves consumers beyond a mere recognition or recall of the
brand to an understanding of why the brand is relevant and important to
them. Brand cognition familiarizes members of the target audience with
the benefits of the brand and educates them as to that brand choice
versus the competition. In short, brand cognition builds awareness with
a purpose.

Creative:
Powerful advertising begins with the truth. It continues with… and
ends… with the truth told in different and better ways. Understand
yourself, your people and your customers. Then tell your story. Base it
on shared values. If you tell it with authenticity and respect for your
audiences, people will remember it. If you tell it with genuine
passion, energy and originality, they’ll make sure others do, too.
At the core of truly effective advertising is the need to understand
the consumer and the brand to unearth a key insight for the
communication/solution. The point of origin for great creative is
always the truth.

Know the truth about the brand and product…and the audience’s real
wants and needs. The power of great advertising comes from careful
listening and then an original, surprising interpretation of reality.
Creative should feel exactly right for the brand and yet be unlike what
has been done for the brand or in the category before.

The consumer, as well as the internal audience, should all experience a
fresh perspective on the brand - a perspective that strengthens the
relationships with the brand every time out, creating emotional bonds
beyond price, benefits and features. We use our knowledge of
interactive, print and broadcast advertising and other new media as we
develop a plan that creates a fresh perspective of the brand.