This is probably why we are so curious about human nature and almost obsessed with understanding why we do what we do, how we do it – and what we might do next. And it certainly explains why human insights create the foundation of almost everything we do.
This is why we have an entire department in place just to understand humans. And why we rarely complete a task without actually talking to people in the target audience.
Our best work is done when different mind-sets come together to solve a problem. Much like the human brain needs a left and a right side, advertising needs creativity and strategy to excel together.
This is why all our client teams have a mix of creative and strategic people working alongside each other. And why all our creatives understand strategy and all our strategists are creative as well.
However, it is also a dangerous temptress. If not carefully guided, it’s easy to be misled.
We take pride in knowing and using the new digital possibilities, without letting them deceive us. Technology is merely a tool and must never get in the way of what actually makes sense for real human beings.
This is why our digi people aren’t technicians but rather strategists who focus on human needs before technical solutions.
Nonetheless, our skills and knowledge have the potential to be applied much broader, allowing us to create value across the organisations we work for. Obviously, this requires an agency with a deep understanding of businesses. This is why all our Client Service Directors have a background in business.
We don't do everything – but the things we do, we do well. We want to put the "lead" in lead agency and excel in the disciplines that make up the essence of powerful advertising today.
Good advertising is always simple in essence – but the process behind it involves a number of steps if you want to make sure you'll arrive at something simply great.