Trying to put more than one idea in someone’s head at the same time is like trying to get them to sing along to two songs at the same time. That’s why we’re built to be agile, so we can create that one, simple, clear message per customer segment and per selling point. When we have more than one thing to say, we make more ads.
We’re more agile and cost our clients less. Right? Not if we’re trading good ideas for bloated production budgets. We build strategic creative platforms where many iterations can be produced instead of going all-in on shooting from helicopters in Belize.
If an idea isn’t born from a solid and well-founded strategy it runs a giant risk of being irrelevant. Relevance is on-strategy, on brief, and connected to creating an action.
95% of all consumer decisions are emotional ones. We demand this from ourselves: Our work must strike an inspirational chord. It must be work that drives to the heart through laughter, tears, indignation, interest or intrigue. “I” it is where indifference goes to die, and brand love and loyalty come to life.
It is obvious that no marketer would, in their right mind be a copycat. This goes deeper. We strive to give our clients own-able brand properties; elements of their brand that help make them identifiable before anyone even sees the logo or hears the name. And, our creative work seeks to tell stories from fresh angles.
We find the true insight that connects consumer to brand. We seek moments of truth that create the real bond between customer and product. Our creative tells a brand truth. G is also part of our culture. We tell it like it is and shoot straight with our clients.
The best messages are simple, clear, compelling and portable. From share-able digital content to meaningful and sticky brands and tag lines to refined mission statements that don’t die on lunchroom posters but live on the lips of team members, we know that a shared message is a message with a life of its own.