Strategy & Tactics

While creative efforts are the most visible products of an agency, its underlying skills in strategic direction are its most important. Strategy is fundamental to not only producing targeted, successful advertising, but essential to the entire marketing effort.

Sadly, many agencies will rely solely upon the client to dictate direction rather than contribute the time and energy needed to understand the product, the competitive marketplace, or the challenge. They create myopic strategies, settle for status quo, refuse to deviate from convention.

They take a shotgun approach, and fire wildly without really seeing the target.

Frankly, we'd rather use a rifle.

Our ammunition is education, research, planning and tactics that put power, economy and precision into our efforts.

From a creative standpoint, we measure all our work against four criteria that we believe will give you the best results.

We call these benchmarks the four S's. To be successful, our advertising must be:

Strategic.
Everything we say or represent must be relevant to the concerns of the target audience and the advertising position we have established.

Simple.
It's the KISS principle applied to advertising. Nobody will spend time to decode your message. It has to be clear, concise and immediate.

Surprising.
In the battle for mindshare, impact wins. Gain immediate attention or risk not being noticed at all. To intrigue or inform readers, first we must excite, or even startle them.

Sensitive.
Understand your prospect's desires, fears and feelings, or risk alienation.

Breakthrough strategic and creative direction is hard work. And it often tests the conviction of our clients. But it can produce measurable results with stunning immediacy.