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What are the chances you'll finish reading this page? Slim,
because your cell phone just started vibrating your pants. And
your other phone is ringing, and your e-mail is dinging, and
over 1,000 ads and Internet promos a day are howling at you.
Rightfully, clients ask us "how much will it cost to get
heard above the din?" Better to change the question: "What's
the Big Idea?" What's the branding strategy, creative direction
or product idea so original, powerful and entertaining that
it demands attention? And reduces the media and promo dollars
needed to cut through. That's our philosophy. Fortunately, it's
also common sense.
Big ideas hog the spotlight. Different, daring and clever, they
push the products and brands they represent right to the center
of the stage. And in the era of information saturation, can
a company really afford to be anywhere else?
Wake up, big spenders. Frequency is not a marketing strategy.
Anyone can try to outspend their competitors. We prefer to outsmart
and out-charm them. The Bigger the Idea, the more attention
it attracts, and gossip it generates.
Water cooler ad reviews, viral games and forwarded e-mails,
PR and promo spin offs -- they spread your word. And multiply
your reach and frequency on the cheap. Big Ideas are the extroverts
who will not be ignored. They make themselves visible for you.
And save you money in the process.
Look around at the most successful brands. Every one of them
is founded on a fresh concept, a position that no one owned
beforehand. Or a consumer bond never so eloquently expressed.
That's a brand. And if you really want one, we'll show you how
to stand apart with strategy and communications that are unique.
For a few examples, take a look at our branding and advertising
page.
Big Ideas frighten some clients, frankly. Quantum leaps often
do, as they're so dramatic and different. And perhaps because
you have to present them to people who are normally quite left-brained.
But here's the good news. Without research and strategy pointing
the way, you can't have a relevant big idea. It's impossible.
So we do our homework, and then some. Qualitative for trends,
insights and consumer beliefs. Quantitative that turns touchy-feely
intuition into charts, figures, graphs and conclusions that
validate decisions. And look so good in a PowerPoint.
Thus, every one of our Big Ideas has its research report. Its
marketing strategy. Its creative work plan. And its how-did-we-do
assessment of the success of the program. After all, it's only
a Big Idea if it generates business.
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