Philosophy & Competitive Advantages
How we work
Because discipline is the key to outstanding solutions.
Discipline is necessary to understand the client's product or service, to research background material, to investigate the market, to analyse the competitive environment, to identify the mentality and characteristics of the target group, to choose the correct positioning, to develop the right strategy, to stay within the cost budget and to work as a team. And to create advertising concepts that respect the communication objectives. We believe in building long-term brand values. Discipline is needed to do this, to make sure that the fundamental values of the brand are always kept in mind.
Because fear destroys creativity.
Fear that, for example, the consumer is too simple or too uninformed to understand a campaign, or to find it amusing. Or failure in tests. (The consequence is to choose the safest tactics, rather than the best idea.) Or fear that the client might think too little effort has been made. (The consquence is to dissipate energy over too many ideas rather than to concentrate on finding and selling the best idea.) Fear is never a good counselor, and this is particulary true in advertising. Like any other form of communication, advertising involves courage. The courage to speak up. The only way to be certain of communicating successfully, is to have the courage to believe in an idea, and to concentrate on a single-minded message. The only way to make people understand and to get results, is to have the courage of one's convictions and appeal to their feelings and emotions.
Because the direction a brand needs to take, at any one time, must be guided by a full understanding of the long-term goal. Long-term brand builing is the only protection against noisy and superficial advertising, that may seem trendy and fashionable, but is only effective in the short term. Long-term co-operation between client and agency is the only way to build a brand and to give a product added-value. And: visionary thinking is only possible, when there is a long-term goal.