"If
you have not crystallised it into a single purpose, a single theme
that you want to communicate, you cannot be creative. For merely
to let your imagination run riot, to dream unrelated dreams, to
indulge in graphic acrobatics and verbal gymnastics is not being
creative."
- Bill Bernbach
Although what makes us unique is our creativity, our best work has
always begun with a marketing solution, not a creative solution.
Our work always begins with a strategy.
We understand that people need facts to make their decisions, but
then, however rational a product, brand or event might be, there
are always emotional factors that direct the emotional take-out
and the decision to purchase.
The magic is in having a deep understanding of the psychology of
humanity - what makes different people tick, what makes them laugh,
what makes them cry, and what makes them want more.
