Strongest creative reputation. Since our inception in 1991, we have arguably been the most creatively honored agency in the country, year after year. We have been named “Best Mid/Small Size Agency in the U.S. for General Excellence” six times by the 4A’s. This is a record that no agency, large or small, can match.
Balanced approach. Our agency is not headed up solely by a creative person, who might seek solutions that are not strategically sound, or by a businessperson whose views may not result in the best creative work. In our company there is a balance, which results in a highly strategic product that also meets the challenge of being unforgettable.
We Search for Truth. Our philosophy is based on a view that our job is to capture a truth either about the product or the consumer that will resonate. What works, and we have proven it time and time again with all of our clients, is the need to find and hit a consumer nerve that resonates as valuable, truthful and unforgettable.
Embracing the Role of the Underdog
“Underdogs” are defined as those that are predicted to lose in a struggle or competition. Yet, in the advertising world, it is possible to capitalize and market the underdog effectively so that it succeeds. Here are five things we found about the underdog effect in advertising and how it can succeed its bigger competitors.
An underdog narrative that is grounded in determination and a little bit of hard luck can improve a brand’s attractiveness, relevance, purchase intent, and loyalty.
Many consumers can identify with the disadvantaged position of the underdog and share that same passion and determination to succeed even when the odds are against them.
Underdog companies appeal especially to those in traditionally disadvantaged segments– such as ethnic minorities, women and blue collar workers.
The stronger one’s own sense of struggling is, the greater one prefers to support the underdog brand.
The underdog effect transcends cultural boundaries and resonates especially during tough economical times.