Effective communication presupposes inside-out familiarity with your consumers. What are their thoughts? How do they feel and act, what are their habits and what media do they consume? There is no better way to spot a market opportunity – and get there before a client’s competition does. more ...less ...
It happens in any relationship: You get so used to each other over the years that you forget to pay attention to the little things. True, we have to categorize our accounts for efficiency’s sake but we never, never lose sight of each client’s right to one-off, individual advertising.
That’s why, to come up with the best possible solutions, we need to know a great deal about a client. That way we, as outsiders, are able to look for information in places insiders rarely think of – which may well open up entirely new perspectives.
The face and personality of every individual are unique. The same holds true of companies and brands. How does the consumer perceive a brand, what it stood for in the past, stands for now, and where it is headed? What’s the best idea and strategy for creating a desired profile, inspiring acceptance, sympathy, affinity and loyalty? more ...less ...
Mark Twain said that “to a man with a hammer, everything looks like a nail”. As strategic partners our task is to identify the right nails for a given brand, to gain access to the right target groups and create new opportunities.
Strategic advice is the basis of decision-making but does not offer a solution in and of itself. It is, instead the foundation on which tactical maneuvers are built. How? By questioning, at every action level, whether
• use of a particular aspect of the brand personality is appropriate
• it helps the brand to grow, set it apart and gain in strength
• the action to be taken serves the brand well, now and in the future.
Hunches are easy to come by. Truly creative ideas, on the other hand, can be elusive and take a lot of work. Because what’s needed today is communication with a difference. And being different takes courage. more ...less ...
A spear with multiple spear-heads can still only hit one target. Same with an advertising campaign: It can accommodate only a single idea and message effectively. Anything more and you lower the impact and dissipate your resources needlessly.
He who throws a spear and paints a target around wherever it happens to hit gains nothing. You can’t achieve an objective unless you first define it.
You can tell how creative an agency is from its output. But to find out how that agency functions you have to be able to observe it from the inside. As far as we’re concerned, full service can mean only one thing – total commitment to every one of an agency’s aspects, from strategy and creative services to planning, budgeting, realization, timing and yes, our up-front billing processes. more ...less ...
We work on our clients’ brands the same way we do on our own, the how being as important as the what. A solution has merit only when it is both practical and is accepted internally at the client’s.
At BGKS, we put candor and transparency first. You’ll find no hidden items in our estimates and offers. Commissions that come our way are automatically passed on to you, the client and importantly, our door is always open, even when all hell breaks loose.
We don’t want to waste our time and yours just managing your account, we want to exploit it to its full potential. Which is why we first establish unambiguous positioning, a clear-cut strategy and a powerful idea. From this we derive an imaginative yet thoughtful mix of measures, which we implement in-house or in cooperation with outside partners. more ...less ...
Jack of all trades, master of none in no way describes who we are. Our practice-proven partner network lets us concentrate on what we do best, overseeing and directing a project. Whether we use outside resources or not doesn’t impact you – the service you get is perfect either way.
The advantage of an agency with a lean core, augmented by a pool of partner companies that are the best in the business, is that things never get stagnant because we constantly renew and refresh the pool. To ensure a steady supply of fresh ideas we invest a great deal of our time and energy in shaking things up.
The two things we won’t change are our vertically integrated organization model and the processes used by in-house and external people alike. We find that there is no better way to achieve the ideal mix of stability and flexibility.
The objective is and always has been to sell – and today there are many more roads to achieve it. Traditional advertising is one way but sales promotion, PR, direct marketing, ambient media and online marketing have also proved their worth. Which makes an intelligent cross-media plan all the more vital if we are to get the most out of each channel. more ...less ...
But regardless of channel, the time-honored rule (originally meant to guide sales pitches) still applies: attention, interest, desire and action – AIDA, in other words.
But a mix of distribution channels can also be counterproductive, if the message conveyed fails to attract sufficient attention and generate enough interest and desire to trigger action. In fact, too many channels can actually dilute the message.
In a well-executed cross-media plan the message should shape the mix of channels, not the other way round. But this can only happen when client, agency and media planners work hand in hand, using the central idea as their point of departure.
