Story Category: Advertising

Today, no single Ad Agency can offer all the answers. So it’s critical for Brands to find partners that help them ask the right questions.

Judge an ad agency by its ability to sharpen, polish and perfect a question. And question the answers.

A mind that thinks tends to question. And every creative project needs questions. And questioning minds. Minds unafraid of appearing stupid. By asking a wrong question. Because there are no wrong questions. Only wrong assumptions.

Just like there are no perfect answers, there are no perfect questions. Questions are always work in progress. Changing, adapting, and evolving. Because no one said getting to the answers was easy. Which is why, while we never stop questioning, we also never stop fine-tuning our questions.

Ideas are precious things. In our business, they are our biggest assets. But they can also quickly become our biggest liabilities. If we aren’t honest with them. Which we can only be by constantly asking if an idea is the best it can be. And what we can do to make it so.

No matter what it asks, every question deserves an answer.

Every brand, be it a service or a luxury brand, an FMCG or a lifestyle brand, is an answer. An answer to a question someone, somewhere asked a customer. What do you want? What do you need? What do you desire? But for it to answer customers effectively, a brand needs to also ask the …

No matter what it asks, every question deserves an answer. Read More »

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