What are Creative Services | Your Guide to Creative Services

PR Newswire reports that the creative agency market will have an incremental spend of more than $320 billion between 2021 and 2026. The increased spending for creative services proves that businesses need fresh ideas to keep their customers interested and engaged.

But what are creative services exactly?

Creative services are basically creativity for hire - like writing, design, and production - that give your business some oomph. They handle the creative messaging that lets the world know your business exists. You can tap into these services at design studios, advertising agencies, and branding agencies. Creative agencies play a vital role in helping businesses stand out in their market and increase profits. So why should your business consider hiring one? Let’s see what makes them worth your while!

What Services Does A Creative Agency Offer? 

A creative agency provides marketing initiatives and creative solutions to help businesses improve their marketing, ad presence, and brand identity. They can help your business with any creative strategy, work, or promotion. This includes:

  • Advertising, brand, content, marketing, or social media strategy
  • Measurement and analysis
  • Content creation
  • Communication services such as media buys, paid placement, sponsored content, influencer marketing, and PR

You’ll find the following positions in a creative services company:

  • Account manager
  • Art director
  • Brand and content strategist
  • Copywriter
  • Creative director
  • Campaign director
  • Editor
  • Graphic designer
  • Producer
  • Videographer
  • Web designer or developer

How a full-service creative agency provides its services can vary from company to company. For example, some creative agencies work within a specific industry, such as plumbing or HVAC. Other agencies may only work in-house for a large corporation. At EraserFarm, we’ve worked with many clients in diverse industries, such as food and beverage, medical, and nonprofit sectors to invigorate the brand voice and get messaging out there to be seen and heard. We love showcasing what our teams have created - take a look at  our creative work to see some of our best creative projects to date. Creative agencies can offer an extensive range of services, but we’ll focus on four of the most common services available below. 

Advertising Services

Most businesses don’t have the knowledge or bandwidth to create and execute a successful advertising campaign. They also often know what they want to say, but don’t know how to say it. Thus, a creative agency will generate advertising ideation based on market research to understand the target audience and oversee the execution of the campaign. And they’ll do it in a way that sounds like your authentic brand. Depending on the campaign, the agency may need to hire out some of the services. For instance, the designers at a creative agency can create a billboard, but they may need to hire another company to print and hang it.

Consulting Services

You can hire a creative agency to consult with your business on a variety of topics. Some common examples include:

  • New products or services
  • How to lower marketing overhead
  • New markets and demographics to target

If you require consulting services for many aspects of your business, a full-service agency in your area is your best bet.

Design Services

If your business needs to revamp its image or create new promotional materials, a creative agency can help. Whether you need a new logo, design templates, or even new signage, you’ll want the design expertise of a creative or design agency.

Digital Services

Digital marketing has increased global touchpoints, but IT demands can be intimidating unless you have experience in the field.  With the growing importance of technology, many creative agencies now offer expert digital services. Using digital services can create an entirely new user experience. Even making technical advances to your website or app can go a long way with new and returning customers. Digital offerings can also give your customer an immediate answer or pathway to a solution for those with an urgent need, or even entertain them. 

What’s the Difference Between a Creative Agency & Other Agencies? 

A creative services company is an umbrella term that can include other agencies. Different agencies you may be familiar with include:

  • Ad agencies
  • Design agencies
  • Digital agencies
  • PR agencies
  • SEO agencies
  • Social media agencies

While these agencies have a specialized focus, a creative agency usually encompasses more than one of these services. For instance, when a business works with a digital agency, they are working with a company that focuses on a specific digital space instead of a company that has a more diverse list of services.

How Can a Creative Services Company Help Your Business? 

There are many ways creative services can help grow your business. Below we highlight the top five benefits to consider.

Brand Strategy & Identity

Your brand identity drives every aspect of your business, such as

  • Your tone
  • The design of your website and business cards
  • How employees speak to consumers
  • Your pitch to prospective clients

A creative agency can help you craft a brand identity that aligns with your target audience. Then they will create a brand strategy that is the driving force behind your business. This includes everything from copywriting and graphic design to brand standards and competitive analysis.Having a polished brand identity and strategy can help make your business recognizable and memorable.

Brand Engagement

After implementing your brand strategy, a creative agency can help you analyze how well customers respond to it. Examining and interpreting data is crucial in driving brand engagement.Your business can use the data to take actionable steps toward increasing customer engagement.

Video Marketing

Video marketing often helps improve a business’s success on social media and search results. Data shows that video content generates leads and enhances engagement. Although anyone can do their own video production, having the professionals of a creative agency handle your production is best. They can take care of the strategy, scriptwriting, post-production, and everything in between. This will give your video marketing what’s called “high production value,” so that your messaging shines through and gets your customers interested in what you have to offer.

Social Media

Social media marketing may seem easy to handle in-house, but realistically, building a strong social media presence takes a lot of time and effort. When you join forces with a creative agency, you don’t have to worry about spending hours figuring out which platforms to join or what content to create. Instead, a creative agency can easily help your business develop a winning social media strategy.

Digital Marketing

The world of digital marketing is admittedly overwhelming, making it difficult to know where to spend your ad dollars. However, a creative agency can use data to understand where your customers are on the internet and how to reach them best.

Should you invest in SEO, content marketing, or PPC marketing? The professionals at a creative agency will be able to tell you, and they’ll craft a plan to maximize that investment.

Get Started With Creative Services in Tampa

At EraserFarm, we offer a personalized, boutique creative agency experience. Want to create brand loyalists? We know how to do it. Need help with an overall marketing strategy? We got you! Our agency is small - on purpose. Our team works closely with each client to create tailored marketing and creative solutions that build an emotional connection with your consumer. 

We’d love to have a chat. Reach out to us today to book in, and find out how we can help grow your business.


What Is an Advertising Agency? | The Ultimate Ad Agency Guide

Today, quality alone is insufficient to sustain a business; you also need to portray your products and services in a manner that attracts customers. If you do not have your own marketing staff specializing in this area, it can be difficult to achieve effective results with your advertising. The solution, oftentimes, is outsourcing your advertising tasks to an ad agency. 

Advertising agencies are a type of creative agency that ensure your products and services attract your target audiences while staying consistent with your brand’s image. Their aim is to create impactful, visually powerful content that captures your target market’s attention and brings customers to you. Let’s look at their work in detail:

The Objectives of an Advertising Agency

Your advertising agency’s job is not as simple as to entice people to buy your products; in addition, their focus is on generating brand awareness and putting your story out in a way that you gain loyal audiences. While their primary goal is to get viewers to respond to your call to action, their secondary role is far more intricate – and perhaps more critical – and involves influencing people’s attitudes and perceptions. 

An effective advertising agency will keep your brand in the minds of your consumers, ensuring that when the consumer thinks about buying a product or service in your business niche, your business will be the first one they consider. 

The Functions of an Advertising Agency

The services performed by an advertising agency can include: 

Market Research

No effective advertisement can be planned without knowing your industry’s current market landscape. You may not have the best technology to stay on top of all market trends on your own, but an advertising agency makes it their job to know. 

Advertising agency experts monitor trends in consumer preferences and know what elicits the right responses. More importantly, they track your competitor’s marketing strategies to design advertising campaigns that distinguish you from other companies in your niche. As a result, your campaigns are planned after carefully considering all external and internal market factors. 


Designing an effective advertisement is arguably the most important yet challenging aspect of marketing. It’s resource-intensive, time-consuming, and requires careful planning. It’s an advertising agency’s job to design ads that are impactful but stay true to your brand’s values and stories. They won’t make you choose between your brand’s culture and their version of a good ad; instead, they will integrate both of these into a combination that lands you customers who share your values.  

Media Planning

A well-designed advertisement will be of no use if you do not use the right platforms to leverage it. Advertising agencies know the trends in electronic media consumption, so they’ll design your campaigns accordingly. This goes beyond looking at popularity statistics, including your audience’s age, demographics, geographical region, and your product’s niche. Their strategic approach will ensure that your efforts and budget are spent in the right direction.


To a business owner, their brand means more than a source of income. The brand story and connection – and the effort that goes behind design and creation – can be hard to portray if you do not have the right talent working for you.

An advertising agency will take this burden off of you and use its expertise to create content that represents you and lets consumers build connections with you. We’ll recommend that you outsource your marketing campaigns to experts so that you can focus on what you’re best at. Contrary to popular belief, the smaller an agency, the more closely it will work with you

Start the discussion today and contact EraserFarm for a consultation with a multifaceted advertising agency dedicated to communicating your brand’s unique personality.

The Top 10 Marketing Trends to Watch For in 2021

Are you sitting down? You might want to before reading this.

About one in 12 businesses close every year. Meanwhile, only 50% survive beyond five years. As crazy as these numbers sound, your company doesn't have to become part of this statistic, though. Since COVID-19 hit, about one in four businesses have increased the use of online platforms to reach customers. It's important to learn how to adapt with the times. With the right marketing strategy, you can boost business instead of falling behind.

Here are the 10 marketing trends I believe you need to succeed in 2021. With these tips, you'll get ahead of the competition (always a good thing) to reach new customers. So with that I'll say if you're ready for a successful year, well, let's jump in right now.

1. No-Click Searches

Search engine optimization (SEO) allows businesses to boost their search engine ranking. A higher ranking will help more consumers find your business online. You know this and I know this. But it's not enough to develop a strong SEO and content marketing strategy. Instead, it's essential to remain up-to-date with SEO marketing trends like no-click searches. About 14 million search queries (12.29%) have a featured snippet in the search results. Featured snippets display as brief answers to help users find the information they're looking for. These snippets can appear as summaries, Q&As, bullets, and other formats. In other words, users no longer have to click on a website to find the information they need. In some cases, the Google Assistant will read the information in the snippet for a voice search as well. Learning how to appear for these no-click searches can help you get ahead of competitors. It can also ensure consumers recognize you as a go-to source of information.First, make sure to update your keyword research. Look for long-tail keywords and phrases. You might notice many of these queries are phrased as questions. Provide readers with a quick summary of what they're looking for at the beginning of a post. Then, go into more detail within the following paragraphs. Structuring your posts with featured snippets in mind can help you get in front of more consumers.

2. Ad-Blocker Blockers

As you consider these digital marketing trends, take a look at your website. How are you making the visitor's life difficult? A negative user experience (UX) could cost you clients. In fact, 80% of online shoppers won't use a website after having a bad experience. Another 44% will tell friends about the bad experiences they had online. A negative UX could impact your brand's reputation. Does your website prompt users to turn off their ad blockers? Blocking ad blockers is another way you could frustrate visitors. Try replacing on-page ads by looking for creative ways to advertise to your target audience instead. For example, you can use influencer marketing to reach new leads.

3. Visual Searches

Consumers can now take or submit photos to prompt an online search. As image and video searches become more popular, new SEO digital marketing trends are developing. First, make sure to always include alt text in your images. The descriptions you use should remain relevant to the image. Write for the user, not the search engine. Add images to your sitemap as well. When you upload images, make sure to add the target SEO keyword within the file name. Using high-quality images can help, too. Low-quality stock images, on the other hand, might fail to entice shoppers.

4. Local SEO

Nope, local SEO isn't new. But I will say this: It's becoming more important in the wake of COVID-19. Many consumers search Google to find local businesses. With many businesses closed, consumers need to confirm business hours, locations, and other pieces of information. Local SEO can help you draw consumers into your shop, allowing you to make a sale. Google also updates its search algorithm throughout the year. If you're focused on making your marketing digital, it's important to keep up with the trends. Using old tactics, on the other hand, could cost you potential sales and we certainly don't want that.

5. Customer Segmentation

You don't have to focus on a broad target audience to bring in customers anymore. Instead, customer segmentation is key. Segmentation allows you to create a personalized approach for each audience group you're targeting. Each group has their own distinct wants, needs, and behaviors. Understanding your customers will help you forge stronger connections and lasting relationships.

6. Interactive Content

As people click around and explore your website, your search ranking can improve. Low engagement, on the other hand, can cause your ranking to drop. Interactive content is a great way to get people to engage with your website. Consider different formats like polls, surveys, contests, quizzes, calculator widgets, and more. Make sure these pieces of content improve the user experience by helping customers, too.

7. Inclusivity

There's a big focus on equality this year. People don't want to see homogenous content that excludes marginalized groups. Take a look at the photos and videos you post or feature on your website. Do you include people of different sexualites, races, genders, and religions? What about people with disabilities? Support equality and you support your customers.

8. Social Media e-Commerce

Don't forget your social media marketing strategy! You can now use your social media posts to help consumers find your products and checkout. That's right; you can streamline the buying process for your customers using shoppable posts. You can use social media e-commerce to generate more sales. Make sure to avoid these social media marketing mistakes in the meantime.

9. Influencer Marketing

Who do your customers turn to for recommendations? Teaming up with an influencer can help you connect with a new target audience. Make sure you look for an influencer who suits your niche. They can create contests and giveaways to help you draw in more customers.

10. Virtual Events

It's difficult to host in-person events, but not impossible to to reach a wide audience. Marketing trends like virtual events are becoming more popular. They're also low cost, which can help your ROI. Focus on bringing in engaging, informative speakers and creating high-quality content for your audience. Otherwise, they might struggle to see the value in your virtual events.

Boosting Business in 2021: 10 Marketing Trends for Streamlined Success

It's a new year for new opportunities! With these 10 marketing trends, you can stand out from the crowd and reel in new customers. Put these digital marketing trends to use and generate more leads than ever with these tips today. Need help improving your digital marketing strategy for the year? And all you need to do is one simple thing:

Explore our capabilities today to get started.

new business Moe's butchers mark and Corbett prep

New Business x 3 hits EraserFarm

EraserFarm announces new partnerships with Moe's Southwest Grill, Butcher's Mark and Corbett Preparatory School. 

Creative agency continues to expand footprint with major brands, development groups

Tampa, Fla. (May 14, 2018) - EraserFarm, a creative and strategy-based agency, has been selected as agency of record for two notable brands and strategic campaign manager for a third, including both regional and national organizations. As a boutique agency, EraserFarm’s newly-named partnerships are evidence of the agency’s continued growth, direction, and best-in-class reputation that far exceeds its size.

Corbett Preparatory School and Butcher’s Mark have both selected EraserFarm as the agency of record, while Moe’s Southwest Grill Tampa Bay Advertising Cooperative have chosen the agency for its campaign management expertise. While each of the three clients represent specific industries with unique goals and objectives, all are unified with a common purpose of leveraging a highly-skilled agency to help tell their story and elevate their offering within the marketplace.

Founded in 1968 as an independent, nonsectarian school, Corbett Prep now serves more than 500 college-bound students in PreK3 through eighth grade. By weaving together multiple best practices in education, Corbett Prep produces students who are creative, innovative thinkers who collaborate and lead.

Like Corbett Prep, Butcher’s Mark was born on the idea of community. Drawing inspiration from the small butcher shops of New England, this brand new concept will be launched in Sarasota later this summer. Butcher Mark’s passion for providing only the freshest, finest, and most tender savory meats drove them to create a product unlike anything else available today. The results are marinated meats that face a strict seal of approval known as The Butcher’s Mark, guaranteeing exceptional quality and flavor.

“When it came to selecting an agency partner, EraserFarm’s experience in food, restaurant, franchising and history of challenging the status quo was exactly what I was looking for,” said ABL Brands president Charlie Haney. “They possess the branding and creative prowess we need in order to launch this new concept. But, most importantly, their ability to find that human connection between brands and their customers sets them apart from any other group I'd met with.”

EraserFarm will bring its strategic brand management and full creative production services to the partnerships with Corbett Prep and Butcher’s Mark. Moe’s Southwest Grill Tampa Bay Advertising Cooperative, which oversees the 23 stores in the Tampa cooperative, will look to EraserFarm for their restaurant industry expertise, campaign management and execution. A widely-known and recognized national brand, Moe’s serves Southwest fare at more than 700 locations in the U.S. and abroad.

About EraserFarm

EraserFarm is a Tampa-based advertising agency whose mission is to cultivate breakthrough solutions by pinpointing true, human emotions that powerfully connect with consumers. With a media-agnostic philosophy, the agency specializes in developing big ideas grounded in solid strategy and neuromarketing techniques that work across today’s evolving channels. The agency is proud to have client partnerships with organizations such as OttLite Technologies, Intrepid Powerboats, Mango Tree Coffee, Kinney Fernandez & Boire P.A. and The Homefront Foundation.

the Homefront foundation portrait

The Homefront Foundation Work Featured in Communication Arts

Every day, veterans return home struggling to tell their story. Struggling to readjust to the lives they are retiring to. But The Homefront Foundation encourages veterans and service members to tell their stories and helps them do just that. It's a powerful coping method and also gives these courageous men and women a chance to come together as a community. Using real veterans instead of actors gave this piece an authentic, believable message that connected with donors and veterans alike.Without a doubt, the shoot was emotionally taxing for both the crew and the veterans. Asking them questions took them back to a moment in time that was very difficult for them to recall and articulate. The easy part was finding the veterans and service members to participate. They all were very generous with their time, and so open to express themselves in front of us like they did—especially since they didn’t know what questions we were going to ask them. They only knew it was for the Homefront Foundation.

To have this piece featured in such a prestigious publication as Communication Arts is a validation of its authenticity and we are beyond honored to be included for the work we've done and continue to do for such a wonderful foundation.


photo of lake next to coniferous forest and mountains

The Flipside of User Generated Content

Consumer distrust. It’s a problem that runs through a marketer’s nightmares like a runaway train. User Generated Content is a good start to pull that train back into the station. And to no surprise, it’s become such a big part of current trends like influencer marketing. UGC is a more authentic than typical content. It is more relatable to consumers and is a great way to connect with them in real ways. Do we really believe a product or service is better because a celebrity is telling us so? I certainly wouldn’t. I am more inclined to believe someone who seems just like a regular Joe like me. The rub is that when brands engage their UGC with influencers who have tons of followers, relatability and authenticity of the content can get a little dicey. Particularly when you’re trying to differentitae between ad and advocacy.

One of the unique elements of UGC is that it taps into consumer trust and relationship building. It’s a good tactic, for sure.  Particularly when used with influencer marketing because the content users create is presented organically to those users’ social audiences. In fact, I recently saw a study conducted by Reevoo that said “61 percent of people would be more likely to engage with an advertisement if it contained user generated content.” And another from Bazaar found that “51 percent of Americans trust UGC more than other information on a company website.”


And this is a big “but”. UGC is just half of a story that needs the whole story told.  I wholeheartedly believe that organic distribution is perceived as more authentic than paid, but when all brands care about or hone in on the size of someone’s audience, they risk missing out on the other powerful half of the user content story. And that is User Inspired Content.

Organic stories are more powerful than organic reach. And that’s why we should stop focusing in on how content is distributed and instead create the kind that people actually want to listen to. Content people want to read about and content people want to watch. The kind that places the user in the spotlight.

Take Patagonia, for example. This is a company whose mission is rooted in social responsibility. A lofty and worthy goal, and not one that’s easily communicated through banners or 30-second ads. To get its message across, Patagonia uses content to build a passionate community of people who share those values – and eventually support the company through purchases. They’ve produced and supported short films that tackle environmental issues, such as “The Refuge”, about two women from the Gwich’in people of Alaska who are on a quest to protect their land. They didn’t send them gear with the agreement that they’d post images wearing their stuff. Instead the powerful and emotionally charged story connects with users because it’s real and far from feeling anything remotely close to advertising.


REI, another outdoor company with strongly held beliefs and a passionate and devoted following, released the 30-minute film “Paul’s Boots,” that tells the story of a hiker who dreamed of completing the Appalachian Trail but passed away before ever starting. A group of hikers carried his boots along the trail to realize Paul’s dream. The film has garnered more than 1 million views on YouTube.

The risk you run by passing your voice to an influencer is you are fueling the relationship they have with your consumers. Is that a risk you’re willing to take considering the investment you’ve made cultivating followers and reach through your own channels, your paid media and PR?  Instead, why not give your advocates the podium, like Patagonia or REI did? Their story is the star. And because your brand plays a supporting role, the User Inspired Content is real and authentic. And it’s content a consumer will believe. And become an advocate themself.

ottlite varieties on desk

EraserFarm Selected as AOR to Help Re-envision OttLite.

National Consumer Packaged Goods brand, OttLite, has chosen Tampa-based EraserFarm as its agency of record. The partnership was a natural fit for the two organizations, combining... EraserFarm’s branding and storytelling abilities with OttLite’s innovative products and proven health and wellness benefits.

Using intelligent design and LED illumination, OttLite products bring the power of natural daylight indoors through one-of-a-kind natural daylight bulbs. In addition to energy efficiency, OttLite bulbs help to show colors more accurately and clearly, reducing eye strain and increasing productivity.

“We recognized that one of the greatest strengths of EraserFarm is that they are incredible storytellers,” said OttLite Chief Executive Officer, John Sheppard. “We could think of no better partner to highlight the incredible health benefits of OttLite products and to reach the new audiences that could benefit as a result.”

According to the National Eye Institute, there are currently 4.2 million Americans ages 40 and older whom are visually impaired, and that number is projected to reach 7.2 million by 2030??  With products that reduce eye strain by 51 percent, OttLite manufactures the healthiest light you can buy. Through this new partnership, EraserFarm will help OttLite reposition their story and extend their product offering to the consumers and markets they could most benefit

colorful wormholes

The Surprising Way to Win in the Digital Age

Technology has caused major disruption. The Digital Revolution has impacted almost every aspect of daily life. It’s torn down global barriers and empowered average people everywhere.

Sure it feels like digital has significantly changed the way marketers think about marketing. There’s access to more data. People have control over the conversation. And answers are expected real-time. But even with all of this change, marketing in the Digital Age is really quite simple. It goes back to mastering the basics.

Here’s an easy analogy from fellow strategist Ingmar de Lange. Take the idea of a baker.

Pre-Industrial Revolution, the baker was a central part of a small village.

  • He had personal relationships with his customers.
  • There was daily dialogue between him and his customers.
  • There was a shared context as everyone lived in the same village.
  • He offered a consistent habitual experience.

The Industrial Revolution changed things. The local, familiar butcher was replaced with the faceless factory.

  • The factory had no relationship with its customers.
  • Factories talked to their customers; there was no dialogue.
  • With distance grew lack of shared context.
  • The focus was on product and operations; there was no personal experience.

The Digital Revolution is disrupting things again. This time, it’s boomeranging marketers back to the basics. Today’s brands, big and small, are behaving like those local, familiar village bakeries from days long gone.

  • Brands strive for personal 1:1 relationships with their customers.
  • Rather than talking to their customers, brands are creating more dialogue with their customers.
  • They embrace shared contexts with their customers.
  • The focus is on brand experiences and not just functional product features.

Lesson for the Digital Age is to put focus back on the basics. Embrace the shared overlap between brand and customer. Develop a genuine relationship with customers. Live the brand’s core purpose. Have a consistent brand personality.

listening ear cartoons

What Every Client Wants to Hear

I can’t tell you how many articles I’ve read that talk to what “every young account person should know.”  The reality is we all need a swift kick in the keister once in a while – whether you’ve been in the business 25 years or 25 days.  It’s extremely easy to become complacent and take advantage of client/agency relationships, especially when they are of the good, long-standing kind.

But, as quick as the account was once won, it can be lost because the relationship wasn’t as strong as it could have been.  All kinds of issues can be salvaged if the agency/client relationship is solid.  And, who normally leads that charge?  Yep, you guessed it. The account person.

So what can you do, newbie or veteran, to assure you indeed have the relationship that keeps business?  Here’s my client affinity model:

LEARN THEIR BUSINESS – really understand how they make money; what are their margins; ROI is extremely important to them; talk their talk, and more importantly mean it.  You’ll never know as much as they do, but you should push yourself to try.

INITIATE SOLID STRATEGY – from more intricate brand positioning, purpose and voice development to something simpler like creating a brand messaging strategy, ensuring that clients understand its importance is key.  This includes a full evaluation of the brands’ business objectives and KPIs, which are imperative to providing the ongoing monitoring and analytics necessary thus creating more opportunity for sales success.

SALES GROWTH AND… – are you really watching this?  Both overall sales and comparable sales are key to business success.  It’s not just about winning great creative awards, unless of course it’s an Effie.  In that case, you’re probably already using my model.

TRAFFIC INCREASES – whether your goal is to increase visits from current brand ambassadors or drive new trial, growth in this area should be monitored and analyzed consistently.  As we know, customer visits have a direct link to sales, therefore you need to know the brand’s customers – understand them – please them so they return…and bring their friends.

ENGAGE DEEP ON ALL LEVELS – make sure your relationship with your client isn’t superficial.  Every business has layers and layers of systems, processes, products, etc. that can add or detract from its success.  This is especially true inside of franchised businesses.  Local marketing effectiveness relies heavily on solid brand strategy and leadership. Make sure you are neck deep in all of it.

NEVER STOP EVOLVING – great brands get this:  Disney and Madonna are two solid examples.  They continue to evolve and attract new fans/customers without alienating their strong historical existing brand base.  Ensure your clients understand the importance of this.  Lead this charge.  Keep the brand relevant and fresh with continuous consumer insights and innovative media and creative approaches.

Of course no model is complete without an acronym, right?  Can you spot it?


If there’s one thing I hope someone takes away from this post, it’s that.  Please, please, please LISTEN to your clients.  Most often that’s what they are begging for – even internally at their own company. So, give them just that.  The rewards are truly amazing.

– Cindy