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HOW DO WE WORK?

We work to solve business problems. Sometimes that means making ads.

When you think about it, the only reason advertising exists is to address business objectives. It’s that simple. But sometimes, advertising people can forget about the problem and get straight into making ads. When that happens the point can get missed and the focus lost. In the same way, a brief for an ad will always produce an ad. That’s why the first thing we’ll do is make sure we thoroughly understand your business. Only then can we help find the best way to nail those business objectives.

If you do what you’ve always done. You’ll get what you’ve always got.

It’s amazing how often we expect something different when we do the same thing again and again. In fact, budgets are often split and thinking is divided based entirely on what’s happened in the past. Maybe it will work this time, but maybe not. We all know that the power of advertising to influence consumers is weakening. But, the power of doing something different has the potential to push things into fresh territories that are often completely new and uncharted. That’s the kind of communication that cuts through. And it’s the kind of thing you can achieve by looking at the problem rather than the ad. Often there’s a simple, even obvious solution that has previously been overlooked.

Ideas can be just about anything. And they can come from just about anywhere.

We’re in the ideas business. But we don’t hold the monopoly. In fact, creative, innovative ideas can and should come from anywhere. If the goal is to uncover an amazing, truly innovative, simple idea, the more diverse your creative perspective can be, the wider the thinking becomes. That’s why we think with musicians, artists, scientists, art directors, writers, clients, suits, journalists, planners and many other people. And that’s why the ideas can be just about anything. They can be internally or externally focussed. They can be very traditional, or totally new. But whatever the idea is and wherever it comes from, the goal is always the same: to solve the business issue at hand and move your business forward.

True integration is about more than managing the ‘line’.

It’s a given that every communication should sit within a family and be an instantly recognisable part of a wider campaign. But nothing happens in isolation. So every campaign must seamlessly integrate within the whole business. Every touch-point should come alive with the campaign idea - from trade through consumer to sales and beyond.

But true integration has a purpose beyond this. Every bit of activity is designed to deliver a specific human action. Maybe that’s an ad. Maybe it’s something you see on the way to work. Or maybe it’s the subject of those ‘water cooler’ conversations. Whatever it happens to be, it’s the combination of these things over time that can drive behaviour change and build sales. In fact, true integration is about more than media. So our attention must stray beyond advertising and communications to deliver the most effective results.

The only way to move forward is to tell it how it is.

We’re not in business to pander to your business. We’re here to make a difference. Sometimes that means looking at how things have been done and suggesting something new. If that’s the case, we’ll do it. That’s why our approach is to ask hard questions and face up to what we don’t know. We’ve found it the best way to find answers that deliver sales. And we’ll always embrace trial and error as an essential marketing tool. Because, sometimes the most valuable insights are found beneath a campaign that didn’t quite go to plan.

It’s about honesty, not arrogance. It’s the only way to ensure clear and simple communication. And we encourage it from everyone

We're distinctly different. We run with scissors. If you'd like something to compare us to. Here's a list of agencies that are not like us.

www.ddb.co.nz
www.rappcollins.co.nz
www.colensobbdo.co.nz
www.greygroup.co.nz
www.acumenrepublic.co.nz
www.jwt.co.nz
www.mcsaatchi.com
www.ogilvy.co.nz
www.publicismojo.co.nz
www.saatchi.com
www.wrc.co.nz
www.yr.co.nz
www.draftfcb.co.nz
www.whybintbwa.co.nz

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