strategy and creative
tactics to positively
drive human behavior
Who You Calling Creative?
The right brain's connected to the left brain... and vice versa.
This marketing communications business is nothing if not good, cerebral fun. And our work product is only as "creative" as the intelligence that goes into it, and the psychic impact it has on our target. When you hire us, you hire one lobe, and you get one free. So don't put "creative" in a box. We're as open-minded about creative ideas coming from the client or account side as we hope you are about our "craft" really solving business problems.
Good marketing is part art, part science. Great marketing blurs the line.
There are objective, measurable aspects of "good creative", even some statistically safe predictions to be made about BOLD TYPE or colors or certain FREE subliminal words. But it's really all about communicating clearly and persuasively, about tilting consumers' inclination, leading them to psycho/emotional, then behavioral reactions. We're not brain surgeons. We're mediums, storytellers, framers of pictures and words that motivate -- brain masseurs, perhaps, using modern technologies to stimulate and motivate our audience.
This ain't art.
In the great sea of capitalism, ads and websites and email are notes floating on the surface. Seen today, washed up and forgotten tomorrow. Any creative firm that tells you they're making "art", or dwells on creative awards, is missing the point. Ad media serves a purpose -- it's a link in the business chain, not the "end all". You'll never catch us getting precious with your creative assignment, because you're paying us to fill a business need, not an art gallery.