Stay ahead of the curve. You see, advertising is often a reflection of culture. Each print ad provides a snapshot of popular trends and each commercial is a window into the world around us.
At TNH, we’re convinced advertising should be a manifestation of our hopes and dreams rather than a glossy reflection of the status quo. It should push us faster towards tomorrow while retaining the wisdom we learned today. Advertising should serve as a referendum on prevailing principles. It should motivate us to think, to challenge, to question, to probe. It should do it creatively and with a purpose.
We’re not blind to the business side of the business. Advertising is a marketing tool intended to provoke a profit-padding response. We’re hired to promulgate and disseminate, propagate and communicate. And we’re hired to do so cleverly to garner a little attention.
Here’s where some agencies get kind of lost. They let the bottom-line dictate the headline and the income statement compromise artistic originality. It’s not our job to coerce consumers with puffery and proclamations. We should persuade, not manipulate. We should stimulate rather than stipulate. Seek to inspire rather than seek to control. We should do so without the weight of a balance sheet hanging over our heads. This is when the finest advertising work gets done.
Advertising is a unique collaboration between words and pictures. It’s a blessed harmony of writing and designing where both elements are critical to telling the story. It’s the fusion of prose and illustration and the marriage between poetry and portrayal. And neither works quite so well as when it works with the other.
Somewhere embedded within the double helix of artwork and words lies a captivating message and a brand identity. It’s more our job to point it out to you than it is your job to find it. But it certainly helps when the message reaches a receptive audience eager to participate in our branded conversation.
When did youthful become a euphemism for inexperienced? When did spontaneous come to mean impetuous? When did counterculture adopt a negative connotation? We have a problem being branded. Which is ironic, because we’ve made it our business to work with brands. But labels… well, they’re just not for us. We’re not demonizing experience or saying 30 years in the industry is necessarily a bad thing. We’re just saying we don’t think it’s the first quality you should look for in an advertising agency, and we’re not prepared to defer to the older and wiser.
Good ideas aren’t the result of an extra week at a desk. They aren’t harvested over time or aged in a barrel. They come from the collaboration of smart people and inspired minds. They come from having experienced new things, not just having experience. And they come from all corners of the globe and every age bracket.
The consumertiser is the juxtaposition of the consumer and the advertiser. It’s a combination of the target group and the group doing the targeting. As the consumertiser, we specialize in consumertising: the art of identifying what the consumer wants and determining the advertising your brand needs. As educated individuals immersed in our craft, we pride ourselves on consumertising pretty well.
A network of consumertisers doing what we do best.
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