That Fortune-Filled Moment When Smart Strategy Meets Strong Creative.

After these many years, it’s the one truth that still holds our interest in the business of marketing and advertising: When you marry the perfect marketing strategy with the perfect creative expression people will, more often than not, buy more of what you’re selling. That’s really what clients pay us to do: Find and articulate that one, singular idea that can […]

treasure chestAfter these many years, it’s the one truth that still holds our interest in the business of marketing and advertising: When you marry the perfect marketing strategy with the perfect creative expression people will, more often than not, buy more of what you’re selling.

That’s really what clients pay us to do: Find and articulate that one, singular idea that can drive a marketing effort for years. Oh sure, that simplicity can get a bit lost in processes, research, positioning, strategy and a whole lot more, but in the end, this unique strategy+creative marriage is what businesses really want — and desperately need. Because it’s almost impossible to find this inside a company. And sadly, it’s becoming just as difficult on the outside. Today, most marketing firms make their living as ‘specialists,’ working in the vacuums of their vertical world(s).

It takes a generalist to hold the worldview needed to develop ‘grand’ strategy. And a unique combination of skill and experience to express that strategy in a succinct and interesting way: an expression that, if crafted properly, is both poignant and true.

Over the years, we’ve found that most clients believe the development of strong strategy and the expression of great creative are mutually exclusive. That the process to develop strategy must be boring, exhaustive and tedious. That the ability to develop great creative can only come from bizarre, ungrounded minds. My experience has shown this to be the most superficial understanding of both. If you follow a boring, exhaustive and tedious process for strategy, that’s probably the kind of strategy you will develop. Accordingly, an untethered mind will tend to develop, well, bizarre, ungrounded creative.

We’ve had the good fortune to successfully position more than 100 businesses, brands, products and services. We’ve also had the good fortune developing dozens of award-winning creative campaigns. It’s where these paths meet that riches are found. Where marketing inertia is created that can last for years.

“When hardened sales, operations and financial people who previously disbelieved in marketing, turn to you and say, “I had no idea this is what this stuff could do.”

Could your business use a better marriage of marketing strategy and creative expression? If so, we know a company you should meet.

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