We don’t like the term “Advertising Agency”. Most agencies are dinosaurs, stuck in the past. On the other hand, new digital groups tend to think that “new media” is the only way to go. But new media aren’t that new anymore, and these groups can’t think beyond their own disciplines.
We approach problems with the idea that today anything can be a medium, and distribution of concepts needs to be as creative as the thinking behind them in the first place. Traditional media like TV and print aren’t going away…they’re just evolving. They’re still important. But we also like to “art direct the real estate”, making use of buildings, skyways and the like that are literally free media. We’ve also been shooting long format interviews when we produce TV, creating powerful tools for the web and for live presentations. We have even been talking recently of projecting film on building sides at night for particular clients.
