What we do

What is a “Joneses” creative strategy?

For us, a great creative strategy makes the leap from describing what the product is, to imagining and defining a role for the brand in people’s lives that creates new economic behavior. Your business profits from this new behavior because you have created it, which we think is more effective and enduring than traditional marketing.

Uniquely, it’s the combination into one creative strategy of what you stand for - the brand idea - and how you should communicate with people - the communications plan.

We work this way because we don’t think it makes sense to have the brand thinking and the communications thinking developed independently in separate departments or companies. Working together provides continuous checks and balances, and a more streamlined process.

Beyond being a “good idea” a Joneses creative strategy is directional, tells you what you need to make happen, and, where to do that – it’s not just a statement on the creative brief. With an understanding of the audience we work from the idea out and recommend where best to invest the budget. We do not assemble reams of audience media data, use it to allocate dollars, and then expect the idea to slot in.

Finally, the creative strategy becomes the brief for paid-for-media creative development, and, the brief for new marketing ideas that we take into creative development.