Our purpose is to put the trust back into marketing.
One of the ways we differ from other consultancies is that we do this for our clients and also by engaging with the wider industry.
WE DO THIS
- FOR OUR CLIENTS by maximising the effectiveness and efficiency of their media, content, digital and commerce investments.
- FOR THE INDUSTRY by applying our expertise to act as a catalyst to drive positive change so we:
Have a fully transparent trading ecosystem for advertisers
Maximise brand safety, minimise fraud and for brand advertisers enable trading on viewability
Advance “responsible” communication
Have communications that are recognised for driving growth and not just as a cost
Are responsible in how we use consumers’ data
Industry engagement enables our clients but also the wider ecosystem.
We believe that for many brands to have truly effective and efficient marketing we need industry engagement from either them or their peers on a number of important issues. The recent industry issues and narrative around digital supply chain transparency, viewability, brand safety, fraud, data protection and privacy illustrate this well. These are all areas we specialise in.
We apply our expertise to advance the interests of the citizen consumer as well as to complement the work of the key marketing industry trade bodies including ISBA, the IAB, JICWEBS and the AOP.
Some areas of focus for us this year are enabling the industry to move to a trading on viewability model, modernising the regulation of political advertising, and advocating an ethical approach to advertising.
We also apply our advice and mentoring to help accelerate solutions to industry problems. For example, ensuring female talent gets similar exposure to their male counterparts and that events in the industry are more diverse.
Entropy in fact means the “measurement of order or disorder in a system”. High entropy is disordered and low entropy is ordered. Our objective is to bring clarity and focus to brands' strategies so they work as effectively and efficiently in their media, content and digital ecosystems.