how we work

the value chain

a brand is built by passing through these links.. next to each link is its everyday meaning..

1. intellectual groundwork

   building from the start what the work stands on..

2. multidisciplinary structure

   looking at a job not from one profession but from several together..

3. ground-breaking innovation

   taking hold of the same job from where others don't..

4. neuroaesthetic design

   designing for how the human eye and mind work..

5. social and literary intelligence

   finding the sentence that moves people..

6. moral texture

   the honesty that makes work last..

7. harmony

   the right thing, at the right time, with the right person..

8. value

   the name of the result when every link falls into place..

through an adman's eyes — the five f's

before a job is delivered it passes through awareness, idea, benefit, opportunity and action, and is reported to you under these headings..

the full text is on the briefing page

workflow — thirteen steps

depending on the product, service, person or institution, the method, style, language, budget and schedule may vary..

1. producing the idea..
2. budget planning for the idea..
3. turning the idea into content..
4. shaping the content for the medium or sector..
5. planning the media release process..
6. budget planning for the media..
7. tracking reactions per medium..
8. tactical planning based on reactions..
9. end-of-process media reporting..
10. end-of-process overall campaign reporting..
11. end-of-process media results analysis..
12. end-of-process campaign results analysis..
13. planning the new period based on the analysis..

once agreed on this or a similar programme, a detailed quote is presented separately, prepared together with its own internal disciplines..