Because we know how to communicate with people with larger disposable incomes where non-specialist agencies can’t.
Because we know how to produce big ideas that cross all platforms
Because we know how to write long form copy
Because we know where to find people who are willing to spend money on owning stuff rather than borrowing it
Because we OWN those skills
Because we ARE those people
Creativity in advertising and marketing has moved away from the work. Nowadays, the most creative people in advertising are the ones who create the delivery plan. And that’s just self-interested, masturbatory gratification. Ultimately, it means nothing to the punters. It is all about the construction of the distribution, and not necessarily in the production of the work itself. The first question these new creatives seem to want to answer is “How do we distribute whatever idea we have?” It’s like the media has taken over from the message. The people we talk to don’t buy stuff because they’ve seen it on Facebook or Snapchat or shared it on Instagram. They buy strong, compelling arguments and passionate reasons for making a choice.