Most agencies it seems fall into one of 2 camps.
Either they make an ad spot that’s trying to win a modern art award for abstract creativity.
It came from the desk of a sweaty sales guy who’s panicking about hitting his sales goal for that month.
Neither approach works.
To make great voice content. Voice content that is memorable, and also drives business goals, you have to have a process that respects creativity while working hard to incorporate clear and enticing calls to action.
We don’t want to make art.
We don’t want to hard pitch.
We want to create value for your business.
Understanding your business has to come first in this process. There’s no other way. Then we understand your industry. What your competitors and other people in your space are doing is incredibly useful context.
By understanding your specific needs, understanding who you’re trying to reach, and understanding what you’re trying to do, we’re able to get the data we need to understand which channels and what sort of style of voice ad will be the most effective to reach your audience and drive your business goals forward. Out of these insights we produce our creative brief which is our guiding document, and our north star, of our time working together.
It all starts with a world class audio advertisement, but it doesn’t stop there.
Creating a great voice advertisement isn’t worth a lick unless it reaches the right people.
This is where the data comes into play.
We pride ourselves on being data informed marketers. Meaning we combine the human element and context with what the data from the ad is actually telling us. Both pieces of this are indispensable.
Data without context is an avalanche of numbers with no meaning.
Context without data is the equivalent of going with your gut even when the data says otherwise.
That’s why data + context = our map + compass. You need both to do the job right.
We’ll spend time actually speaking to you and learning from your customers as well as pulling industry reports, measuring ad performance, and iteratively testing new creative, channels, and calls to action.
Only with all these elements together can we create truly great audio advertisements. Many agencies will stake their claim as the most creative, or the best media buyers, or the best direct response copywriters. The truth is all these elements are necessary for success. A chef may be the best butcher in the world, but if they can’t make a sauce to save their life or they can’t properly cook a piece of meat to the perfect medium rare, then the restaurant will fail. That’s why our team is composed of a group of experts. World class media buyers that have experiences such as taking a song to #1 Global Viral on Spotify. Creative directors that have written for some of the largest tech startups in the world and launched best selling books. Undiscovered voice talent that’s backed by data to prove their effectiveness to your target audience. Audio engineers that have worked for major brands and networks doing everything from producing world class podcasts to the nightly news.