Who we are requires courage.
What we stand for can never falter.
It is our strength. And our honor.
It is not merely a slogan or internal policy. It is the foundational principle that guides the work we set out to do, and the people we strive to be. In an industry where catchphrases come and go, we believe that simple, time-tested virtues will always win out in the end. It's what makes us Brothers.
Great isn't easy. It takes longer, is more elusive, and requires more effort than "good." We are committed to great — in everything we do from creative to media, proofreading to production. We never stop and always press ourselves with the question most agency people shudder at, "… is this the best you can do?" It's a fair question. It's a good question, and when you're being paid to impact the bottom line, it's a question you'd better be comfortable with.
We're in the service business. If our clients have to ask us anything - we blew it. "When will the copy be done? What's this item on my bill? Why is the photo this color? I don't understand the research? Why did you buy this station? Are the pre-rolls going live today?" Whatever, it doesn't matter. It is our job to anticipate the needs and questions of our clients, and proactively address them - without them having to ask.
Compelling advertising almost always begins with an emotional impact. Consumers are not waiting to hear or see our message, in fact the opposite is true - they are waiting to switch the channel, turn the page, click the mouse, toss it in the trash or look the other way the microsecond you bore them. And that becomes the world's most expensive advertising. Effective advertising must connect emotionally. After that, you can build your brand, communicate your benefits, sell your products, and assure your future.
This is as sure as a sledgehammer versus a box of crystal. Any communications campaign produced without a clear picture of exactly who the target audience is - and what makes them tick - is destined for mediocrity. At Brothers & Co., our Senior Creative Director is also our President and started our research department. This creates and fosters a top-down culture of due-diligence for target information within our creative department. If we don't know exactly whom we're targeting creatively, we won't start work until we do. Advertising is expensive. Making sure your communication messages hit the target exactly where they tick makes it infinitely more effective and greatly increases the return.