|Agency||Leagas Delaney - London Ltd|
|Advertiser||Associated British Foods|
|Business Sector||Subscribers Only|
Today, ideas need to connect in more and different media. Consumers want involvement in a brand relationship. These two dynamics make it imperative that the substance in a brand is the foundation of all communication.
The Brand in 1 second.
Nowadays, with consumers able to access an ever growing number of digitally driven platforms, a brand has to be known for one thing or not be known at all.
A big idea is not big enough. Brands need ideas that connect all platforms, and embrace the new two-way relationship consumers increasingly demand. We call these Networking Ideas.
Every brand has a unique set of communication challenges, particularly in the context of the new media landscape. Only through rigorous data-mining, killer insights and outstanding execution can a brand find its own unique voice. There is no formula for this. If there was, everyone would use it, wouldn't they?