Our point of view is simple
It's always preferred to create the things that need to be created, so they get marketed by them self We believe in one thing very strongly and that is consumers don't want more interruptions to seek out advertising. We don't believe in yelling out loud to increase the success of the product.
It's time for the change,leverage the digital-age and build moments that connect people,create opportunities to play, and provide interaction that is meaningful.
Don't get us wrong, the value of the campaign, the creative idea, the ad, and the message is more important than ever before. What we advocate is that brands 'market less' by developing campaigns with strategic focus and discipline, that are extraordinarily well planned, path-oriented, and truly purposeful.
How can your brand matter more? By creating an ecosystem of valuable products, engagement points, tools, services, and participation opportunities that surround your consumer. These have value to the consumer only when they are meaningful, lifestyle-integrated, and complimentary; and they have value to your brand by removing easy comparison points and reducing commodification.
So the conclusion is to stay calm and make things more meaningful to capture the market.