Two primary philosophies guide our company and the recommendations we make to clients:
Present a problem to a typical advertising agency and they'll tell you the answer is advertising. The same holds true for public relations, interactive, direct marketing, and sales promotion firms as well. But marketing problems and the solutions to them are rarely one-dimensional. For this reason, we take a holistic approach to developing a plan so clients get a marketing mix that makes the most sense for their brand.
A "me-too" marketing approach is tantamount to brand suicide. Why is there so much formulaic stuff around? Fear. Companies benchmark the competition and then emulate or repeat their communication strategies. What they should be doing is charting their own course. The goal should not be to match the competition. The goal should be to beat them. With so much noise out there, it's extremely difficult to make an impression on a consumer when you're repeating someone else's creative message.