The Disciplines
Media and technology have changed. As a result, the way we communicate has changed. Yesterday’s consumer had advertising directed at them. They viewed the message after it had been shaped.
Today’s consumers are different. They are more informed, connected, skeptical, empowered and demanding – all because of the Internet and Social Media. They seek out the communications with the goal of shaping, engaging and actively participating in the messaging. Therefore, to be effective in reaching and engaging today’s consumer, we always start with the end in mind – our clients’ most desired response – and build.
By combining the traditional agency disciplines into a more efficient and effective structure, we have identified consumer-engaged channels to break through the information clutter.
Paid channels- include any paid media.
Earned channels- include PR, reviews, blogs, social networks posts, tweets.
Owned channels- include website, employees, in-store, database, social networks posts.
Brand Strategy and Insights
Business goals will give you targets. Research gives you insight. Through an intelligent discourse between agency, client and research, we merge these understandings, interpret their implications and make recommendations that form the roadmap to success. We analyze what the most fruitful opportunities for the brand will be, create the space the brand can command in the minds of our target audience and determine how it will command it. It is only after we have challenged our strategy, beat it up, rewritten it, rewritten it again, started all over and then reached violent agreement that we can present the plan to our client. Not every agency is willing to invest the time, but more importantly, the passion, to construct plans that will generate success.
