is that a big idea can carry through all the elements. That is why we always strive to think beyond the traditional mediums and move through the line in a way that communicates the brand, not just the message of the moment.

A pamphlet is as much a part of a brand's voice as a cinema commercial and they must speak with the same voice. That is why we base our thinking on the knowledge that a consumer's retention of a single brand message is increased when they are exposed to it in more than one medium. We also know that consumers today are exposed to so many communications that their ability to sit up and take notice is limited.

Thus in order to avoid communication that goes over their heads we concentrate on creating the kind of distinctive work that compels them to sit up and take notice. This is not just a creative objective but a powerful business resource.

Well, we develop a brand proposition and make that the center from which all media extends. Then we make sure that each stand-alone element works strongly in its own right. Our test is "If this was the only element to the campaign, would it be distinctive and outstanding in its own right?". Once satisfied we can confidently continue to roll-out campaigns that innately have ‘legs’ - campaigns that meet the brief and exceed expectations.

In a time when there has never been a greater choice of products, or such a diverse range of media in which to promote them it really has come down to the survival of the smartest. On the positive side it is the ultimate challenge. The need for powerful, relevant, compelling integrated communications has never been greater. Which in turn provides an unparalleled opportunity for agencies that can deliver on this to prosper and grow.

We’re one of those agencies.