Sincerely, Our Clients

"…without a sincere curiosity about and empathy for the people we hope to reach, we stand no chance of developing a compelling conversation with them. Indeed I would argue that sincerity drives the success of the best and most successful marketing, no matter what the execution may turn out to be."

The above is from?an article in the Harvard Business Review , written by Ali Demos (Group Strategy Director at?StrawberryFrog )?titled?"The Best Advertising Is Sincere".

The core of what she is saying is the aim and goal of what we as a company try to produce every day… a "compelling conversation". Communication that will actually matter to client brands. Something that gains… rather, earns the attention of people who may or even may not need those brands… something real.

Once we discover what that client is all about, after we tap into that sincerity… then how do we infuse that with something that is entertaining or visually stimulating in a fitting tone. Like she says?in the article ?(that I hope everyone reads),?

"Given that sincerity itself isn’t usually very funny, dramatic, innovative, saucy, scene-stealing, or luxurious, it is rarely chosen as the animating spirit of our end-product. But it is totally embedded — indeed, institutionalized — in the process of making advertising."

This is where time comes in… the time it takes to transform the said "sincerity" into something entertaining and relevant.?

The heart of the ask. THIS is where the true value of advertising shines through. Hopefully after we've just spent time connecting personally with our client, hearing them out as to why they do what they do, we will WANT to create something unique…

We will WANT to design an ad that freakin' SCREAMS their brand truth and gets anyone that sees it excited or at the very least interested in what the brand is offering.

We do that… connecting sincerity with the heart of the business and making it visually stimulating… we uncover the true treasure of advertising. Like Ali says in her article,

"If we get that right, we’ve got the best — maybe the only — shot at developing communications that will actually matter to client brands and the people who love them."