Creativity with discipline »
Our business was founded on distinct and original ideas about how advertising works and the relationships that consumers have with brands.
Over time, as brands and communications evolved we have expanded our thinking to embrace new ideas and models. We provided input on everything from digital to integrated and still place the same emphasis on creativity, clarity of thought and innovation.
Mike was working as a Planner in an advertising agency. He found himself frustrated with how research failed to grasp the strategic objectives of advertising and used the same mechanistic techniques to evaluate all communication - regardless of what it was trying to achieve.
He founded the business on new thinking about how brands and communications work. Mike developed a strategic model, called Framework, that described the different ways that brands and communications work. The original Framework model revolutionised the thinking in the advertising industry and has led to new ways of developing and evaluating brands and communications.
A framework for understanding what drives brand engagement »
It is clear to us all that the world is changing rapidly. Digital has given rise to a whole new world of brand and communications engagement.
Marketing is now much more integrated, interactive and experiential. It is no longer top-down, one-way, mass-audience and simply focused on building awareness. Instead, it is more targeted and personalised, designed to seed stories and stimulate people-to-people communication. It spreads ideas and content and ultimately builds advocacy.
Today's challenge is how to build strong, engaging brand experiences.
Our thinking and approach have been influenced by advancements in brain science, which have identified that response to brands is often unconscious and emotional.