FEARLOSOPHY

The #1 goal of advertising is to be seen, heard and noticed.

A simple enough thought you might think.

Yet it’s one that the vast majority of clients and agencies manifestly fail to live by.

Internal politics, fear of failure, petty rules and arcane restrictions all contrive to prevent the creation of work that will stand out.

But if you don’t stand out no one will see your ad.

And if no one sees your ad, what’s the point of advertising in the first place?

Hard Truth #1:

Only 4% of all advertising is ever remembered favorably.

The other 96% is a complete waste of time, effort and money.

This sobering thought informs how we work.

At every step of the process we constantly ask ourselves and our partners the same question:

Will this work get noticed?

Hard Truth #2

Standing out isn’t easy.

It demands ideas that command attention.

Thinking that is surprising, unexpected, compelling and thought-provoking.

To create work that meets that kind of criteria takes courage.

It’s a brave client that backs a campaign or initiative in his or her category that is radically different from anything that’s ever been done before.

That flouts convention and flies in the face of the rules.

But that’s what works.

It’s also kind of exciting.

Live Fearlessly

A commitment to creating work that gets noticed is what gets us up in the morning.

It’s also what we look for in our creative partners and clients

And if our commitment to standing out at all cost inevitably means we’re a little “out there,” then so be it

Because “out there” is where all the truly innovative ideas are.