The way we see it, advertising has something to do with selling more of whatever it is the client has to sell, and everything to do with creating greater corporate worth. Image is a principal driver of corporate worth and advertising is a major contributor to image.

What this means is this — in a competitive and commoditized world, advertising will only achieve optimal effectiveness if it exploits the deeper or emotional need(s) of the consumer. Practical characteristics can be duplicated or exceeded in no time. What the competition can’t copy with the same authority is the emotional claim your brand makes, particularly if you make it first.

To achieve this level of effective communication, it must first be determined what it is you’re really selling and distill it to one word. Think Volvo and safety and Amex and prestige. Our process finds that word and we build your advertising around it. We call the process POW (the Power of One Word); we know how to do it and we know it makes a difference.