Our approach

1. Predatory Thinking

Predatory Thinking is a strategic approach that starts and finishes with the business problem.

Predatory Thinking is about understanding that winning market share means others have to lose share. It is about writing market rules on your terms rather than those of the market leader. Or seeking unfair advantage for yourself that disadvantages the competition.

Predatory Thinking doesn't mean a brand's values and personality become aggressive - just the thinking behind them. But rooting Predatory Thinking in business success does mean it only works when our clients achieve that success - and don't become prey to someone else's.

2. Fame that Sells

We are unashamedly results-driven and believe in creative work that delivers not just fame, but Fame that Sells. Three things provide this: -

Memorability. What in the advertising will people take away with them and remember? If there is something simple and lucid to remember, you're half way to creating fame.

Talkability. Give people something to talk about. Help them tell your story. If we are memorable and have something to talk about, we have fame that lasts.

Branding. Fame alone is not enough. Fame does not necessarily sell. If fame is to result in sales or behaviour change, you need branding. The brand must be inextricably linked to the advertising. This branded fame is key to driving business success.

3. Response First

We're interested first and foremost in how we want people to respond.

Communications are only effective in addressing business problems if they elicit the right response from people. This response is the key to business success.

So we seek the best strategies and messages to elicit that response. Only then can both idea and channel selection be both truly neutral and most effective.

4. One Agenda

We know that all too often agencies and clients operate with something of a vacuum between them. We believe that if we fail to clarify our combined desires and objectives up front, then we fail in everything.

So when we start working with new clients, we establish a Core Team from the very start, made up of the key client and agency people. They then genuinely work together as one team, with common goals and a clear understanding of what everyone hopes for out for the relationship.

This team then works to four promises: it has common goals, it is collaborative, it communicates with itself, and it does so with clarity.

5. CSTea

We have something of a tradition for pots of tea. No meeting starts without one.

We even have our own CSTea blend.

We're not quite sure what this says about us: suffice to say that anyone is welcome to pop in for a cuppa.

So whether you're an existing client or not, in for a meeting, just passing, or even never met us before, you'll always find someone willing to share a brew and chat about anything and everything. Biscuit anyone?