As we sit in meeting after meeting with our clients the same refrain keeps repeating itself like a great song you can’t get out of your head, “What’s the big idea?”  Whether for packaged goods, retail, sports, health and wellness, hospitality, apparel or personal technology, it’s about delivering ideas that drive business forward regardless of marketing discipline.  

This is a challenge that unlocks our imaginations and gets our analytical juices flowing – a classic case of applying the left and right side of our brains.  The left side fuels the thinker in us who rationalizes our decision making while the right side fuels the dreamer in us who enjoys creative storytelling.  It’s about listening first and then communicating.  Who is your consumer, what do they value, who do they trust?  Who are your competitors? How are they communicating to your consumer?  The greater the insight, the more powerful the idea.  We use this combination as our compass to help clients like Nike, Payless, Remy Martin, Sony, Olive Garden, Radio Shack and Schick navigate a marketplace where:

• The proliferation of quality products and services has given consumers more choice than ever and created fierce competition for their loyalty
• The digital media explosion has created a further splintered media universe in which to communicate
• Consumers trust the advice of “people like me” more so than brands, companies and institutions
• A story on the evening news or in the daily newspaper is never seen by the target consumer
• Consumers define themselves by their personal values and beliefs more so than their age

If you’re looking for a big idea that embraces the new rules of consumer communications, we’d love to help.

Contact:
Andrew Silver
212-537-8133
asilver@gcigroup.com

• Consumer Marketing
• Corporate
• Digital Media
• Healthcare
• Technology