FAQs

When you take a step back and look at how marketing has evolved in the last decade it’s impossible to ignore how sensible sameness has created a blending and blanding of so much of the work done by brands. The impact of media-fragmentation, messaging-overload, measurement-obsession, data-led decision making, best-practices and competitive-benchmarking, have sunk many brands in the sea of sameness. Marketers have heard from the experts in everything else—Consumer-Behavior, Insight-Analytics, Funnel-Strategy, Customer-Journey, Channel-Planning and Data-Integration—and we believe it’s now time for them to hear from creatives. Because our instincts to pursue difference is what makes the difference.

As a creative leader with decades worth of experience guiding famous global brands like Lexus, Cadillac, Indian Motorcycles, The Ritz-Carlton, and Virgin Atlantic, at Team One, Leo Burnett, and other agencies, I have seen first hand what’s possible when world-class brands push their creative boundaries. I’ve also seen the business results. Because when you unlock Signal in a world of Noise, it works—and the data proves it—because inspired, strategic creativity always guarantees asymmetric outcomes.

Most certainly not. We’re all human, and humans learn best when we’re challenged, inspired, engaged, entertained, and are given the opportunity to participate, not just contemplate.

Without question. Why? Because these are very simple, incredibly actionable, and easily embraced principles. Just like ads—when they’re brilliant they don’t have to be long. And you’ll never bore anyone into loving something.

Nope. These core principles are truly principles. They will amplify success in every endeavor, rather than defining the endeavor itself. You can use them strategically, tactically, executionally, and in any other way that makes sense. That’s why they’re so powerful.

The principles and skills learned in this workshop are instantly actionable, so will be useful from the moment you learn them, to the day you retire.

The first part of the workshop is aimed at level-setting and creating a shared understanding. Then we dive deep into the three principles, which immediately becomes a hands-on exercise. As we progress through those we work through the creation of a brief, then turn that to an ambition, then turn that into a project. At that point, we should all be on the same page. Or, more accurately, a blank sheet of paper that we collaboratively turn into a tangible idea for your brand. So after four hours, you have your first bespoke brand Signal—generated by your team.

This workshop is structured with a flexible framework that makes it specific to your industry and your brand’s role in the category. In fact, it’s so tailored that by the end of the time we’re together, your team will have collaboratively created a bespoke project for your brand.

Everyone on your team will benefit from this workshop. And a mix of talent, discipline and experience levels is hugely beneficial. We recommend a minimum of five participants—so collaboration is successful—and no more than twenty—for the same reason. The ideal number is around ten.

A team that is inspired and skilled at creating, leading, shaping, recognizing, approving, and defending Signal. In other words, work that works, measurably impacts your business outcomes, and maximizes your marketing investment across all your agencies and partners.

When you email us, we’ll book a quick 30-minute call to better understand your brand, your team, and your needs—and answer any questions you have. If you decide to book a workshop, we will schedule one more 30-minute consultation with you and your key decision makers to collaboratively tailor the curriculum to deliver a brilliant outcome for you and your team.

Absolutely. While the curriculum is aimed at CMOs and marketing teams, the content of the workshop, and the three core principles, will inspire, challenge, and empower creatives, strategists, your account team, and producers.

Yes. Really.

In that scenario, we’d happily accommodate adding our four-hour workshop to one of your regular offsite engagements—on a Friday.