We build brands for the now. But, what does that mean strategically? We start by analyzing attention. In order to give runway for creative work that is relevant and impactful, we need to understand how and where particular people consume content. Ultimately, it’s consumer attention that informs how we execute.
We use a trifecta between strategy, creative, and media. We start with rich intelligence, mined from insights, to provide the creative team with a human-centric, up-to-the-moment understanding of our audience. Media and creative then act on that shared understanding of the consumer situation and brand opportunity. And, we execute fluidly, testing and learning to understand what works, with whom, in the context of each platform. It’s an iterative process that allows us to multiply positive outcomes faster, more frequently, and to greater effect.
And, we hack culture to maximize planning for innovation in short-term. In fact, culture is our vantage point.We’re always thinking about how we can create relevance for a brand in the cultural context of NOW. Whether it is seasonal, regional, or the latest meme, we always want to be finding a natural way in. We identify the most authentic connection between your brand and what captures people’s attention.