Great advertising is a combination of exhaustive inquiry and exhausting creativity. By themselves neither can produce the goods. An over-reliance on research leads to pedestrian banality while even the most brilliant creativity is a waste of time and money if it isn’t premised on sound, clear objectives.
Until we’re convinced that we know every possible fact there is to know about your product or service, competitors and market, opportunities and dangers, we won’t lift a creative finger. The more we immerse ourselves in your business the better the results that we can deliver.
Though we are a creatively driven agency we understand that the most powerful creative in the world is one part of the equation. The effects of creativity are multiplied enormously when based on the findings of logical business minds. An equation that we like to think of a bit like this: (with thanks to that other great scientist/creative thinker) managed creativity=effectiveness2