The answer to the age-old question of “Brand or Sales?” is a resounding yes!
Sales today, brand today is our belief – you can see it in our model and feel it in
our work. It starts with our overall position of “Big Brand Creativity; Startup Ingenuity” and delivered in each of our four unflinching principles:
Be nimble, be quick, be prolific.
To be adaptable and relentlessly productive in every aspect of operation is how we win together today. Our work must be liberated from too much process, convention and overthink – and we must be ready to change course on a dime in order to get the right response from the right audience at the right time. This is how we meet the momentum of creativity in today’s world.
Practice the “high art of selling.”
We believe everything should have an immediate energy to it, a commitment to sell and a retail sensibility regardless of category. Where others try to hide the product and sell, we paint it a bright color. Where others shy away, we sing. If our work doesn’t get noticed, it won’t get sales, and if we don’t get sales, we haven’t done our job.
Put the “agent” in advertising agency.
When Hollywood broke down the old studio system, it allowed the greatest talents to work together independently of their affiliation with any one studio. We believe it’s time for advertising to follow suit. With Hollywood as our inspiration, we’ve developed strong working partnerships with many of today’s best independent writers, designers, digital artists, musicians and filmmakers – and our new model will put together the best team for the job.
The X Factor, Secret Ingredient or God Particle – call it what you will, the difference between good and great is SOUL. With it, you can move someone emotionally on behalf of a brand or product in a way they didn’t see coming and wouldn’t think possible. Without it, all you have is an ad. Soul’s the difference between saying “I’ll know it when I see it” and “I’ll know it when I feel it.” We’re only interested in creating work people will feel.