One Last Word for Agency
03-1014982-900

While we were born as a traditional advertising agency, we have grown
and changed with our clients and the marketplace in order to remain
relevant and effective. We are media neutral and the lines between
disciplines have been largely erased. It is very common to find our
media planners, public relations staff and creative team in the same
meetings throughout the development of new campaigns. The Internet and
point-of-sale displays, for example, are not afterthoughts following
brand television. This is absolutely necessary because our audiences
determine which medium is the most important and the only traditions
that count are the ones being set today by the people we are trying to
reach and influence.

We believe that a proper foundation of understanding of a client’s
business, their competitors and the customer are key elements to
developing strategic marketing communications plans. The priority,
however, goes to understanding the consumer. We approach account
planning as an inclusive process, one utilizing the experiences and
perspectives of our media, account management, creative and research
experts, as well as our client’s organization, to dig for powerful
insights that will capture the absolute essence of a brand’s story and
aim toward the one idea that will resonate in the marketplace to create
brand fame that goes beyond the category. We use a blend of syndicated
research (both general market and category specific), secondary
research, academics and trend spotters to build and refine the message,
our work and your brand.

It is critical for communications to cut through the proverbial
“clutter” and connect with its audience. Moreover, to continue the
learning cycle, we must also recognize the need to demonstrate how and
why the communication has performed. We focus on defining target
segments well beyond what the syndicated demographic and psychographic
data would suggest, so we’re telling the right story in the right
place, time and frequency to optimize brand resonance.

This is our philosophy on consistently producing effective marketing
plans. It’s not easy and it requires dedication but we’ve got client
relationships older than some of our staffers to support our approach.