Create relevance, not awareness


Issue 04: Relevance Not Awareness

Issue 4: Relevance Not Awareness

We are not in the ad business. We’ve never really been. We are in the business of creating relevance. Our job is not to produce funky ads.  It’s about solving problems, giving meaning to something, making it relevant.

Bill Bernbach said, “Getting a product known isn’t the answer. Getting it wanted is the answer.” Awareness won’t solve our clients’ problems. Though now, we need to strive even further, beyond desire, to create real relevance. It’s even more important for us today to work with our clients to bring value to people’s lives.

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