The dictionary describes a partisan in two ways:
as a member of a guerrilla band engaged in fighting or sabotage against an occupying army,
a person who shows a biased, emotional allegiance to a cause or person.
Categorising a modern-day partisan isn’t as easy as that, though. You see, it takes something more than belonging to a dissident group or throwing Molotov cocktails at the riot police to define a partisan.
Partisans create something new, their small size working to their advantage as there’s no bureaucracy or politics to slow them down – only the need to make a difference where it matters most.
This is the Partisan Advertising spirit, best summed up as: “In everything we do, we believe in changing the status quo.”
We believe that our company has a brand position that no one else has – one that is built upon defiance and revolution. Our brand moves in a plane where few others can go. We chose the name Partisan because it means something, it has gravitas, it has spirit, it is opportunity, and it is power. Not everybody gets it. But that’s ok; we’re not for everyone; we’re specialists. And that’s a great place to be in a highly competitive market.
The reality of many advertising agencies is that there isn’t much available to differentiate themselves. They all have access to the same computers, the same software, the same suppliers, and mostly offer the same services. Even the advertising they do can be swapped from one agency to another. The only thing that really differentiates them is the people. But people come and go. The Partisan Advertising spirit will never go away, it can never be made redundant, it can never lose meaning, it passes from person to person, and that’s where its true power lies. Any new staff can quickly understand the concept driving the company.