• introduction
• creative insight
• brand
• channels
• • digital
  • press
  • outdoor
  • exhibition/live
  • direct mail
  • online
  • sponsorship
• partners
• • pr

Creative Insight

Unlike many forms of advertising, property and financial promotion will always need to carry a significant weight of hard information.

Although decisions about property may in truth be as emotional as any impulse buy (“we just fell in love with the place”) those emotions will need to be backed up by some solid and adequately rational facts.

So when it comes to the brief for a campaign, the starting point will usually be the need to convey some hard information. But we’re creative people. It’s a crowded market, full of hard facts, and if you’re going to stand out from the crowd you’ll need something different about you, something fresh in the way you present yourself.

This “angle” might just be in the creative execution, in the headlines or the images we use. But equally it could be in the way we use different media, perhaps working with editorial or backing up exhibition work with direct mail and targeted e-mailer. This flexibility is fundamental to what we do, and the satisfaction we get from our work. It’s not about being imaginative for its own sake. It’s about having a creativity that’s fundamentally linked to the channels we use. It’s about having ideas that work, with feasible execution built in from the start of the campaign planning.