Our Approach
Blending art with science, we create new models, ideas and campaigns that will make a difference in the lives of our clients and the audiences they serve.
Data-Driven Marketing &
Communications
The days of decision by gut instinct are behind us. From competitor intelligence and audience insights to communications, PESO media mix optimization and sales enablement, we combine the right data foundation with the best analytical minds to turn insights into action.
Our Methodology for Great
Narratives
A powerful story must align with its audience and their values. We apply the ABCDE model, codified in the book Crafting Persuasion, to ensure we know who has influence, what content matters, which channels are important and what language resonates the most. This approach is essential to building strong narratives and sharing effective stories that influence and impact those we seek to reach.
The ABCDE Model
Audience
- Who are you trying to reach?
- What insight do you have about their issues and opportunities?
Behavior
- What do you want that audience to do?
- What actions or changes do you want them to take?
Content
- Promise:
What’s in it for them? - Perspective:
Why you? What’s your differentiated approach or view? - Personality:
What’s the tone of your message? - Purpose:
What goal are you trying to achieve?
Delivery
- Right format
- Right Channels (PESO)
- Right Influencers
- Right Time
- Right Connection
Evaluation
- Measure
- Build on what works
- Pivot what doesn’t