The old way: lock ourselves in a room to ideate based on creativity.
Our way: make real-world observations to generate hypotheses.
We don't believe that the best ideas come from eight people sitting around a table, no matter how experienced they are. When the goal is effectiveness, we focus our strategy on targeting an audience and earning their attention.
That means harnessing data to make informed decisions. Because pouring money into a creative that only a roomful of people would approve of will likely result in wasted dollars.
The digital marketing strategy of a savvy agency should suit be highly observant of the realities of consumer attention.