Fresh Ideas

Why? And why not?

Children have the right idea. "Why?", they ask, again and again.

"Why is it like that?" "Why do you do that?" "Why can't I do this?"

We like that inquisitiveness. It leads to new thinking and exposes lazy assumptions.

There's too much formulaic thinking in digital direct marketing. Too many websites that all look the same. Too many standard DM packs that lack any cut through.

Every communication is a customer touch point, so shouldn't it be infused with your brand? Shouldn't it reflect your uniqueness, your personality, your style? All the best advertising creative utilises the inherent possibilities of its media.

Great websites deliver the brand experience through their functionality, design and content. Great DM uses the unique tactility of the medium to engage and involve.

If you want fresh thinking, you need to question the old.

If your agency isn't asking "why?" all the time, you need to be asking "why not?"