Before starting an advertising campaign, we take the time to understand how and why you need to communicate your product or service. Our strategy is simple in structure, but layered with insight and intelligence through our brand development process.

Our basic steps, with all the jargon stripped away, go like this:

  1. Establish why you need an advertising campaign. Answers could include: increase sales, gain more customers, communicate something new, or educate and inform your audience.
  2. Together we write a brief and draw up effectiveness criteria and project objectives.
  3. 2B comes up with a Genius Idea.
  4. Combined 2B team works out the best way to execute the Genius Idea (ie. social, email, TV or radio, outdoor, print, direct mail, or more).
  5. The 2B team develop a plan and timeline to implement campaign, including scheduling, printing, and buying of ad space.
  6. Day of reckoning – evaluation and ROI measurement.

Effectiveness can be a divisive word – the holy grail desired by all clients. Our job is to deliver big ideas and better results. Before you start planning your campaign, we work with you to define what you’d like to measure.

Different performance objectives require different approaches to measurement. Understanding whether a campaign has worked is ultimately about selling more of your product or service, but there are many steps along the way that can be measured – awareness, engagement, preference, intent, conversion, advocacy.

We’ll work with you to establish your campaign goals and define what you should and could measure. We focus on proving, in tangible ways, that your advertising campaign is working, using benchmarks, metrics, and data.

However, we are also more upfront than most about the fact that many benefits of marketing are intangible and therefore tricky to measure. One of the very best outcomes of a great campaign is its memorability. But how do you measure that?

How do you truly and accurately measure recognition and intent if someone saw your ad, was influenced by it, and buys your product six months or a year later? The truth is you can’t, so the key things to track are longer term trends, buying habits and patterns.

Advertising expertise

Integrated campaign development

Earning the trust and respect of your customers takes more than just a catchy slogan or a well-designed logo. Creating an integrated campaign that stands out and consistently engages your audience is a great way of gaining customer loyalty. Understanding your target audience and their behaviour can dictate how best to connect with them and in turn, which channels to communicate through.

Online and social media campaign development

Audiences, objectives, formats, platforms – buying paid social media without expert help can be a daunting task. There’s so much more to a good paid social strategy than simply boosting a post; it takes experience in effective audience segmentation and targeting, combined with an innovative approach to planning and a willingness to stay on top of the ever-evolving social terrain. To get the most out of social media, it is crucial to plan ahead and come up with a strategy that engages your target audience. Not only is social media unique in its ability to schedule the timing of advertising, it is also the most effective medium for targeting a specific audience through location, age, gender and interests. The ability to target a demographic, monitor a campaign’s performance, and measure the engagement make social media an essential part of any brand strategy.

Exhibition and display advertising

Trade shows, exhibitions, and conferences present businesses with the opportunity to fly the flag and put their brand in front of a large and potentially lucrative audience. Exhibitions and displays can be a costly exercise, so it pays to put on a good show, stand out from the crowd, and make a positive impression.

Media planning and buying advice

Ever-changing and fast paced, today’s media landscape is constantly shape-shifting. It takes real skill and a combination of solid industry experience and in-depth knowledge to navigate this complex marketplace confidently, and identify exactly the right mix for our clients.