We’re a small – but effective – full-service brand marketing agency, and we’re not afraid of a challenge or of having an independent point of view. We build brands, grow businesses and launch new products using a bold strategic approach, big ideas, media expertise and creativity.
our insights
Navigating the Changing Meat Category
It’s Dana’s turn to do the grocery shopping this week and Dana, a busy working mother of three, has many factors to consider. She wants steaks for date night with her husband, and burgers for a weekend barbecue, plus food for the week that will appease all three of...
The Perils of Wide Distribution:
No Shortcuts for New CPG Products
Remember Rosie Ruiz, the New York marathon contestant who was disqualified when race officials determined that she rode the subway for part of the route? She had previously won the Boston Marathon without even breaking a sweat, literally, because unbeknownst to those...
Top 5 Mistakes Made by Food Brands Entering the U.S. Market
We regularly attend specialty food shows to stay on top of trends, meet with colleagues and check out the new foods and beverages on display. We see (and sample) dozens of products and brands, including many from other countries. We enjoy meeting with these creative...
our approach
turning good into great with a customized approach
Phase I: Intelligence Gathering
Knowledge is power, and we do our homework to ensure that we understand the macro and micro issues affecting the industry, the category, the competition and all sales channels. And we find out everything we can about the consumer – demographics, lifestyle, media habits, purchase behavior and the emotional triggers that inspire and motivate them to take action.
Phase II: Insights, Strategy & Planning
Think about it. That’s what we do next. We take the time to think through all of the research findings and surface insights and understand what they mean for our client. We determine what is actionable, what is doable, and what is the best way to achieve our goals. This learning informs our strategy and the marketing plan.
Phase III: Activation
Where the rubber hits the road. Whether we are going to market with a new product, repositioning a brand or executing a sales-building campaign, we implement the plan using the most effective tactics, whatever those might be. We’re media agnostic and hands-on, and we use a mix of media and a variety of marketing elements to effectively deliver results.
Phase IV: Measurement & Learning
Always be learning. We assess how things are going during each campaign, to make adjustments as needed, and complete a thorough post-campaign analysis to identify which elements were most successful. This learning is used to develop best practices to apply moving forward.