It becomes about broadcasting a message about the type of person that would use the product, the type of person that would work for the company. Clearly more of a branding focus. The sophistication of BrightHouses's approach is that we merge high concept ideas about products and companies with great design-work to create marketing that is inspirational. We are not about building a product's image from start to finish, producing the ads and buying the space. We aren't about massaging clients or media outlets.
Ideation is about building just the ideas.
Ideas that are inspirational. Ideas that in the process, spread a strong message about the client and their product. To practice this craft, we need to utilize a whole different advertising model. Our model is not about golf courses and dinners and buying clients presents and flanking them with account service people. It is about nurturing and caring about top notch ideas and creating an environment in which these ideas can take hold and create a life of their own.