The world has changed. There are far more choices but less time to sort them out. This wasn't true just 20 years ago when we had more time and fewer choices. Our disposable income had far fewer ways to get squandered, so if something cool and innovative hit the shelves, we'd find a way to pay for it. Back then, highly profitable advertising agencies figured out how to satisfy almost everyone's needs.
But the game has changed: it's now all about satisfying our wants. Regardless of the economy or world affairs, there's always something new that we want. And that means more messages, more competition, more confusion and less solutions.
With this in mind, who do you want doing your advertising? Traditionalists or Revolutionaries?
The boring slot has been filled. The brand or product designed to appeal to the largest possible audience already exists and displacing it is almost impossible. It’s impossible because the very innocuousness of the market leader is its greatest asset. How can you position your business as “more bland than the leading brand”?
Real growth comes from brands that annoy, offend, don’t appeal, are too expensive, too cheap, too heavy, too complicated, too simple - too "something". Of course, one person's "too much" is often just perfect for others.
We work in the tightest possible niche in the market, the area where traditional advertising agencies and marketing strategies are losing relevance, where brands find it increasingly difficult to generate clear, purposeful differentiation.
Every other advertising agency has this niche as part of their portfolio - for us this niche is our portfolio.
This is a reality where presidents can end the world with 150 characters or less, where fame is counted in likes, where influence isn’t bought with money but with followers. Our brains cannot cope with the over-massaged, over-nuanced, over-perfected, over-Photoshopped world we see every day. The only sane response is to filter out and ignore the crackling static.
Audiences have shattered into fragments and tribes. The new ecosystem is billions of unstructured one-to-one and peer-to-peer conversations. Traditional advertising is on the brink of extinction and, to be honest, it’s not worth saving.
We’ve found a better way to advertise. It’s a selfless approach, focused on permission and not interruption. We believe in creating trust, in doing work that matters, work that creates energy and memories, work that will be missed when it’s gone, and we only do it with people we care about.
Questions like this one: Why do people buy watches? Believe it or not, people don't buy watches to tell the time. You can buy an accurate watch for $10. Which means a more expensive watch isn’t a more accurate watch. Yet people regularly spend $1,000 or $10,000 or more on watches. What’s the reason?
It turns out that people want a watch that’s beautiful, slim, lightweight, handsome, Swiss, Russian, chunky, glamorous, retro, prestigious and on and on and on. Panerai, Breitling, TAG, Rolex, Jaeger-LeCoultre et al. know what their customers want and it’s not the time.
It's this type of thinking that has made all the difference to our clients.