These principles are applied to the thousands of advertising campaigns we have created.

1. Make an impact through clear positioning in the consumer's mind
2. Create a communication idea that is different - or is perceived as different
3. Sell the unique benefit by creating a unique 'tone of voice' for the brand
4. Speak the language of the audience you want to attact to your brand - get into their world-space
5. Engage the consumer - make sure you give them value in your communication
6. Have a 'call to action' in every piece of the communication
7. Repeat the communication so as to create a 'positive' memory
   

We develop advertising strategies and creative work based upon a 'big idea.' The creative work is then applied to all the media options recommended and we present this together with a comprehensive plan which is based upon a clearly defined budget. Research focus groups may be used to test concepts prior to their final executions. Campaigns are closely monitored, measured for results with reports and stats provided along the way.

Positioning defined from "Positioning: The Battle for Your Mind" by Al Ries and Jack Trout. "Positioning is not what you do with the product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect:.

Nobody purchases a product the first time they see it. Nobody purchases music the first time they hear it. Research has proved that you need multiple images and messages about a product so that a 'memory' is created.

That is why short-term ad campaigns so often fail. One exposure to any piece of communication will simply not work. For advertising to work you need repeated exposure of the same proposition.

The type of memory the brand creates is also very important. It can be a good or bad memory and both can be reminded with a long-term advertising campaign. A 'bad' piece of communication may work as well as a 'good' piece of communication in that you can be reminded of a bad experience as much as a good experience. Only the 'good' piece of communication builds a profitable brand for the long-term.

That is why a clear positioning and 'tone' of voice' for a brand are vitaly important. These will ensure that what you want the consumer to take out of the advertising communication is 'the sale' with a lot of goodwill towards the brand.

Click on the part-images below to view full size

We produce advertising over a wide variety of different media. The examples below are print ads, some of which have other components of the campaign produced in television, radio, outdoor, websites, website marketing, e-sends as well as direct marketing. The concept's full impact is usually realised when all the elements flow from a strategic timeline, aimed at the specific target market.