You can call it creative concepts, a communications platform or even a ‘matching luggage’ approach. We like to be straight to the point and call it ‘Big Ideas’.
The explosion of potential communication channels over the last 10 years has meant the media ecosystem available to a marketer has never been richer or more complex. For creative departments it has presented a challenge in how we craft ideas that have the ability to work effectively across traditional and digital channels.
Driving marketing effectiveness has always understood the benefit of creative integration, but we are moving away from the traditional forms of advertising-led integration to brand idea-led orchestration.
We generate Big Ideas based on your brand truth, that is truly understanding your brand and the objectives set. Our ideas aren’t limited to one or two channels, because the very best ideas should allow execution across the entire marketing mix, maximising the potential of each channel to deliver a powerful result.
We believe that the very best ideas are those that create fame – talkability online and offline for your brand. It’s one of the most powerful measures of engagement and a great indicator of future business success. That’s why it’s a fundamental part of our big idea creation process that incorporates not just our art directors and copywriters, but our specialists across content, engagement, PR, social and performance.
Creativity is not just a rescue strategy for an underinvested brand. It is the cornerstone for sound business management.