The key to effective advertising lies in a simple relationship between words and image. They act as a yin and yang where one can’t do without the other. Yet this simple relationship nearly always requires a detailed approach to research, both in terms of client objectives and to the product, service or event that is being highlighted or promoted.
Before devising an ad campaign, we ask our clients (and ourselves) two questions: what do we want to say, and who do we want to say it to? By doing this, we determine the key aspects and values of what we are promoting, and the audience to whom we are reaching out.
We never lose sight of the fact that advertising has to achieve results, whether they are measured in terms of sales, generating awareness, or by influencing opinion.