TWELVE BASIC REALITIES:
Ad Agency methods
and focus have changed little in seven decades.
While countless industries have undergone radical “disruptive” transformation in recent times…the Ad Industry has – for the most part – remained a bloated behemoth struggling to justify its excessive floorspace, huge overheads and staff complement.
Our Clients should be able to select a Billing Model that suits them.
Whether it’s a Retainer, Project-by-Project Fee or Revenue Share, we feel our Clients should be able to decide what best aligns with their budget and cashflow - a results-driven relationship.
Many Agencies waste their Clients’ resources.
Instead of considering how to make optimal use of generous Production and Media budgets, mega-buck Extravaganzas are frequently undertaken to impress a select group of marketing peers.
Remuneration can be
tied to results - as in many other industries.
When Clients are informed by others that their Marketing Budget is limiting their potential, we have sufficient conviction in our work to take a stake in the Returns, as remuneration.
Staying lean and agile, regardless of the size of our Client Base, is key.
We live in a time when the finest Creative Talent is available globally, and eager to work remotely.
So we locate, employ and manage the best possible individuals for each Project - not the same people we are compelled to keep busy, on a daily basis.
Service Industries, like ours, function best as authentic meritocracies.
As every service provider knows, further business is a natural by-product of great work and satisfied Clients. So tying people to a contract they are unable to terminate freely serves no-one.
Sponsorship money is abused on an epic scale.
All too often, “vanity attachments” create little to no Return On Investment. But we have truly ground-breaking solutions for this. We call them Projectiles, and they are key to our business.
Start-Ups struggle to get the Marketing expertise they need.
That’s why we are willing to collaborate with the best and brightest, who need work that is just as paradigm-shattering as their ideas. So “Venture Marketing” (even at Seed Stage) is now possible.
We deal with Business Challenges, not simply Marketing Challenges.
For this reason, we are involved in Joint Ventures with Clients who first approached us for our Marketing expertise. These came about when we recognised opportunities to significantly improve their business and brought those ideas to the table.
Jargon and buzzwords are a stumbling block to communication.
This is why we speak plainly and transparently - to eradicate the mystique that has been cultivated to bamboozle and dodge. People with real answers and nothing to hide welcome questions.
Production Costs are often overinflated.
In this respect, almost all of our productions are “in-house” so our Clients have direct access to transparent, itemised budgets - avoiding the typical, cumulative supply-chain mark-up.
WE DON’T BELIEVE
in entering our work into Award Shows.
Unless Clients specifically ask us to, we feel our ads are best placed in the appropriate media. In other words, we produce work aimed at your Target Market, not the advertising fraternity.
