Creative Development Process for Agency
03-1014998-122

We strongly believe that strategic planning is an integral part of the
development and execution of distinctive and effective creative. The
heart of our strategic planning efforts involves developing a brand
vision for each brand. This brand vision serves as the framework and
underpinning from which to develop the most effective and compelling
business building ideas for our clients.

Simply stated, our strategic philosophy - "relevant differentiation" -
woven with our creative philosophy - "inspired simplicity" - results in
"work that works".

Relevant Differentiation is an approach derived from all that we have
learned with BrandAsset® Valuator (BAV), a database of consumer
perceptions on approximately 13,000 brands. This proprietary, global
study provides superior knowledge of brands and insights into their
life cycle and attributes. In short, we contend that to be a healthy,
growing brand you have to be relevant and you have to stand for
something different from your competitors. Virtually every strategy we
develop is rooted in this theory and provides our agency with a unique
understanding of the drivers of business success, unparalleled by any
other agency.

The creative process begins and ends with our philosophy of Inspired
Simplicity. We know that powerful advertising communications begins
with a core human truth that must resonate with the prospect. Inspired
Simplicity reflects that understanding - - our constant challenge is to
consistently distill what is most emotionally relevant and distinct
about a brand, and then to leverage that insight into breakthrough
communications.

We adhere to this philosophy in order to develop superior creative that
is truly effective, again, "work that works". That's what we believe
gives each of our clients the marketplace leverage in building sales,
building loyalty and building brands.