the value of a wordsmith

In the December issue of AdVantage John Farquhar wrote about the need for marketers to look at 'developing campaigns that distil the main value of the brand through clever advertising and copywriting and should place less emphasis on the visual.' Such an spot-on article. Well said, John! Client and friend Celeste, from One League Photographers Agency, took the bold step of doing exactly that by using their vision of ' Uncompromising. Uncomplicated.', with visuals of her photographers work in their new campaign. Simple. And so effective! I have the greatest respect and admiration for all wordsmiths who are mostly harder to find than diamonds in Adderley Street in Cape Town! You are mostly the sole reason for a successful campaign and I am sad, but first to admit, that I am unfortunately not blessed to be one of you. But we creatives can work very nicely next to you on any campaign – as you need us too! We value your contribution to a campaign more than what you can comprehend. Let us aim to do exactly this – add value through the written brand promise – 'A can of the best!'!

brand environment design

Frogs are such a diverse and unique species with an unbelievable sense of survival. In our search for the most comprehensive way to describe what we are passionate about, we ended up losing our frog in our company logo. It has developed from us 'taking the extra leap' to a call for action directed to our clients and the brands they represent. If each brand can be compared to a frog, the question remains, 'what does your brand do, how does it look, where does it live, how strong is it, how does it sound, can it take a punch...' and so on. The list is endless. So, we ended up creating the ideal environment for brands to undergo a metamorphosis... the lily pad – our company! This is the place in the pond where a frog will sit for hours, contemplating its next move. In this space, we ultimately aim to identify, and thereby define the intrinsic brand personality of your company, its internal culture, its operating ethos and then construct its public face. Welcome to the launchpad!