In an age when media has become a commodity and the 30 second spot a default solution, ideas need to be the real currency of modern marketing.

Of course the promise of the industry has always been the big idea, the magical insight, the Don Draper-esque creative. But the reality is that too often the solution offered is a bog-standard 30 second ad and as many spots as the budget will withstand.

Sticky is an ideas agency. Our first question isn’t about the size of the media spend, its about what you really want to achieve….the end goal.

Our default isn’t any one media or platform. We believe that we are lucky to live in an age where there are so many ways to deliver a message, to engage with potential customers and to measure effectiveness that its a shame to waste it all on default thinking.

Yes, there’s still a place for the 30 second spot or the full page ad and, yes, those are still amazing ways to reach a large audience quickly. But they shouldn’t be the framework for our creative and strategic thinking.

Sticky starts with the idea and then explores how far it can go. Sometimes, because the idea isn’t constrained by a schedule or broadcast window, it can lead to improvements in the business model or a new revenue stream.

A great idea can traverse traditional media, social media, websites, a smartphone app and the mobile web. It can be simultaneously creative and strategic.

A current campaign we have in development has blossomed from a single idea into an integrated campaign including TV, press, PR, websites, blogs, Twitter, Facebook, LinkedIn, brochures and word-of-mouth referrals.

We like to test our ideas constantly, often launching ideas of our own as sidelines to the agency. That way we learn and improve along the way, but not on the clients dime.

Two big ideas we have launched from Sticky include:

NLYZR – We launched NLYZR as a search engine optimisation system in 2009. Releasing it originally as a free website assessment tool allowed us to learn more about the market, client needs and problems. Along the way we have consistently refined NLYZR to the point that we are now preparing to release it as a fully fledged business of its own with world-class SEO analysis and advice. We’ve begun talking to potential investors and partners about helping NLYZR to realise its full potential.

Urban Insider – This side project launched in January 2011 as  the “insider’s guide to the city” and has grown steadily since. Urban Insider is an experiment in crowd-sourcing and niche online publishing. We have writers, students, photographers and artists all contributing to what is steadily becoming a wonderful resource for Newcastle and the Hunter. It has taught us a lot and presented plenty of new possibilities to explore. The Urban Insider model will also become a big part of a strategy we are delivering for a soon-to-be-announced client.

We find it both exciting and important to have our own ideas being tested in the marketplace, to actually practice what we preach and to take risks with our own time and money occasionally. It helps us understand our client’s perspective and appreciate the value of a great idea.

Posted by Craig on May 26th, 2011 | Leave a Comment »
Posted under: Propaganda | Sticky Advertising | Zag Theory

While I was stuck at the rail crossing this morning (don’t get me started) I rolled the window down to chat with a local business owner. He asked how things were going. I told him we were busy, slightly nervous, but optimistic. His response was music to my ears:

‘”Well I guess everyone needs you at the moment.”

In slow economies many businesses decide to lay low and cut marketing budgets, which they consider to be expenses. Fortunately, there are still some positive thinkers who recognise the need to market their businesses more in tough times. In fact, I have been encouraged by the number of clients we have spoken to who are looking at the current climate as an opportunity and are keen to be more innovative in their marketing.

These are the ones who will come out in front.

Related reading:

Zag Theory

Marketing plan for tough times

Make 2009 your advertising transition year

Posted by Craig on February 5th, 2009 | Leave a Comment »
Posted under: Sticky Advertising Agency | Strategy | Zag Theory