Industry icon Leo Burnett once said, “The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.” We agree wholeheartedly. The trick, so to speak, is to determine what is familiar to whom. Every audience is different in how they think, laugh, make decisions, etc. Our logical inquiry process not only outlines goals, budgets, timelines and product/service advantage, but also discerns precisely who we are engaging in dialogue. When we know this ‘target person,’ we begin to think like they do – becoming familiar with their own internal logical processes. Once we know what is familiar to them – we get closer to Mr. Burnett’s definition of ‘effective originality.’ Whether we’re tasked to create a print campaign in support of an established brand, or we’re building a brand identity from the ground up, we rely heavily on a logical process that’s so effective, we dare not share it in this public forum.

When the end-result is impact – it’s what’s up front that matters most.