Over the past decade, B7 Innovation has worked closely on numerous projects with some of the world’s leading advertising agencies, including BBH, JWT, adam&eveDDB, Wieden + Kennedy & AMVBBO. Involving the agency from the off ensures that their understanding and feel for the brand helps fuel the Adcepts that we create, and also ensures that any angles which they may wish to explore are included. Agencies with whom we’ve worked have told us that our Adcept methodology has helped them in a number of ways:
Firstly, it saves the pain and time of agonising over a brief where everybody has a different opinion. These opinions can all be fed into and evaluated by the Adcept process so the areas of genuine insight can be clearly seen and agreed by all involved. This also means that the advertising agency doesn’t have to waste precious creative time testing strategy.
Another key benefit is that our Adcept methodology results in an unusually precise, focused client advertising brief that is completely imbued with consumer insight – the best possible start to the advertising process. Poor or vague briefing is the bane of most agencies’ lives and a brief of this quality makes the task of creating great advertising much easier.
An additional advantage for the advertising agency is that the communications brief isn’t just consumer insight focused – it has actually been creatively ‘road-tested’ rather than being an academic route that is not creatively fertile. Because Adcepts use the language of brands – advertising – consumers have been reacting to realistic, emotive stimulus rather than to cold concept statements. Winning areas have been explored from multiple angles to isolate the most compelling route in. Additionally, the methodology also highlights ‘areas to avoid’, which prevents creative time and energy being wasted on inappropriate messages or tones.
B7’s Paul Tidmarsh believes that their Adcept methodology makes the work of the advertising agency less stressful, less wasteful and more focused. “That’s why we are regularly referred to clients by some of the best agencies in the business. We help advertising agencies do what they do best – create great advertising.”