Creative Fuel

There exists a great chasm between the promise of gaining a holistic understanding of your target consumers and the reality of it – given that with an increasingly digitized world, real emotions lie beneath the layers that can be hard to excavate.

• 1
  We use storytelling to decipher the Cultural Unconscious (Joseph L. Henderson, Jungian psychologist) consisting of the beliefs, social codes, conflicts and fears that affect decisions.
• 2
  This helps break through the overt personas of consumers by tapping into their innermost feelings, memories, and images; and helps reveal deep cultural imprints lurking beneath layers of ‘social posing’.
• 3
  Ultimately, leading to powerful scripts and eventually, communication.

• 1
  Are struggling with finding newer and more relevant ideas for communication.
• 2
  Feel that your brand has reached a stage of stagnancy and need a ‘revival’ strategy.
• 3
  Have a new product and need to brief the creative agency to come up with script ideas.
• 4
  Need compelling and deep stories from consumer lives to act as inspiration to the creative team.

• 1
  We place the brand in the consumer socio-cultural context and ask them to come up
  with stories around the brand.
• 2
  Meanwhile, the ad agency sits in the client room where they come up with script ideas
  based on the consumer stories – inputs into the creative brief.

• 1
  One performed significantly above the norm in Millward Brown LINK testing, much to the delight of the brand team!
• 2
  Another ad led to a 2.3% increase in penetration.