ABOUT\US
Disruption and Media Arts underpin everything we do.
Disruption
A brand cannot outperform the market by following the conventions of the market. So we work with clients to identify the Conventions that hold their markets back, and spot opportunities for their brands to gain a larger share of the future by taking a Disruptive approach instead.
Muller’s growth came when it stopped thinking of itself as part of the £2bn dairy market, and began thinking of itself as part of the £9bn snacking market.
PlayStation dominated the console gaming market by targeting adult leisure time instead of competing for children’s play time.
E.ON launched successfully by offering an optimistic alternative to an energy market beset by doom and gloom.
The Disruption approach works at the level of business, product, marketing and communication for all types of markets and brands.
See the ways in which we’ve achieved growth with our clients through Disruption.
Media Arts
The communications landscape has changed fundamentally.
Big, predictable communications audiences are disappearing. They’re leaving traditional media for the Internet, their phones, or are just going out more. And people are are choosier about how they engage with brands. They are better informed, more sceptical, and more connected than ever before.
We call our approach to the new communications landscape Media Arts.
We are developing a new discipline of Audience Planning: understanding how people consume media as well as products and services; treating people as active participants rather than active viewers.
And we are connecting with people through more channels: releasing singles for Muller, developing new sports for Nissan, running promotions on Bebo for Mars.
Today, who wants to be an advertising agency? Ours is a Media Arts future.