Since the emergence of the Internet the traditional platforms of marketing communications have been under attack. Any brand now has to compete for the attention of their potential target. Traditional media like TV, radio and print now must face the challenge of losing their audience to the web, mobile entertainment and gaming. The target audience is no longer captive, now it is the brand that’s captive to the unpredictable patterns of audience behaviour.

 

This new order requires new ways of thinking. Yet one thing remains true. Only a truly great idea will talk to a brand’s target. In every client brief is a great idea waiting to be released. An idea that will touch the heart and mind of the audience in every form of media, at every touch point when the target meets the brand.

Free the Idea. Unshackling creative thinking from traditional attitudes to marketing communications. Reconstructing how the target and brand interact. It’s an ongoing challenge.

Chris Jones, Digital Creative Director

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