Proposition development

There is often a big gap between the features and attributes of an investment product or brand and the compelling piece of communication that attracts people to them.

Idea generation and the creative process starts well before designers and copywriters get involved, with the development of a robust proposition which answers the 'why should I be interested in your product?' question rather than the 'what do we want to tell them?' one.  Propositions can be developed from seemingly marginal product or brand differences or by claiming the generic high ground.  

We have a bespoke process that delivers a strong proposition and the sharpest of briefs which either we or an incumbent agency then develops into compelling communication.