USPOV®s beat USPs.
Advertising & marketing
More than a third of global marketing budgets are wasted due to poor briefs."
79% of marketers think they write good briefs. 88% of agencies disagree."
Creative quality is the biggest driver of profit after brand size. Yet it continues to decline."
It's time to
Change
The Record
There’s a lot of talk about it.
Even more frustration about it.
But not a lot being done about it.
It’s why we’ve launched Change.the.Record.
The biggest problem is the traditional client-agency briefing process.
It doesn't
Work for 99%
Of companies.
Only the biggest,
richest 1%.
Why is this?
And what do we do That’s different?
The traditional process vs our process.
How we overcome problems with briefs that continue to frustrate clients and agencies alike.
USPOV®s beat USPs.
Why Unique Selling Points of View® are better than Unique Selling Points.
Honesty Boxes.
You.
Your competition.
And finding the gaps.
Goody Bags.
Where the good stuff starts.
Our Creative Brief.
Getting everyone on board.
"Go where your competitors can't - or won't."
The reasons why we have.
The traditional process:
Logical Reduction
Clients start on their own. And after analysing a complex array of market data, try to reduce all this down into one key insight to brief their agency.
The logical ‘main road’
The problem is, 9 out of 10 of their competitors have come to the same conclusion, because they have the same market information.
And because everyone is thinking the same, they start doing the same.
The most logical route becomes the road most travelled.
Which only works for the biggest brands, because with their huge media budgets they just roll over the top of everyone else.
But it gets worse.
77% of Marketing Directors say that they don’t have enough time to properly monitor competitors and market trends.
DBA UK Report: What Clients Think, 2024.
And the frightening truth is: they really don’t.
But how can you tell if 9 out of 10 of your competitors are already doing the same thing, if you don‘t follow what they’re doing?
Fortunately, knowing what the competition is doing is so critical to us working out how to beat them, that we always do it ourselves.
Our process:
Creative Propagation
Creative collaboration with the client, ideally before a brief has even been written.
Creativity thrives on more information - not less.
After identifying the ‘main roads’ that others are going down, we look for overtaking lanes we call:
USPOV®s
(Unique Selling Points of View)
