We turn on the television, surf the web, sit in a theater before a movie, listen to the radio, read the paper, sip an espresso with The New York Times and we see clearly exactly what is wasted and why.
After two decades discouraging college students from going into marketing, advertising or public relations, we’ve found ourselves ignited by the possibilities of an industry that has been too long in the shadow of subjectivity and too needed in the board rooms of the best companies. This clarity has us wanting to call every executive we’ve ever worked with and tell them that it is much simpler and much more profound than they had imagined . . . it is an issue of communication between corporations and their marketing partners, channel partners and sales teams. Currently, the corporate side of the industry is focused on the output of their agencies — their creative ideas, or the “stuff that sells.” We’ve concluded that someone has to think more deeply about the quality of the direction that sets these billions of dollars in motion.
Join the blue chip list of companies who have already benefited from our thinking. They include: Microsoft (all brands), Days Inns, Chrysler, Applebee's, Kimberly-Clark, Equifax, Continental Grain, Novell, IBM, Intel, Oracle, Dell, US Army, Wells Fargo, Nokia, Hallmark, Jeep, the American Cancer Society, Tivoli, StorageTek, Red Hat and Cisco.