The advertising proposition
In an advertising world where the attention economy has been superseded by the trust economy, a fresh approach is needed. We prioritise creators for authenticity, audio (radio and podcasts) for reach, recall and trust, and social for conversion. We believe it's possible to get great results without the full-service agency price tag.
Three ways in, not one big retainer.
Each stage stands on its own, so you can test the approach before you commit to more.
Audit: what's the opportunity worth?
A structured look at what you're currently doing with the 45+ audience, benchmarked against our comprehensive research, to show where the money's being left on the table and what it would take to capture it.
Creative exploration
A creative workshop to explore how could target this audience differently. All concepts are built on the five principles below, so you can see what's possible before you brief a full campaign.
ROI-focused campaigns
Creators and audio to build awareness, recall and trust; digital to convert. Every campaign is built to prove ROI from the first flight.
Come in for an audit, a creative exploration, or a full campaign — whichever proves the case first.
Five principles, not a style guide.
No tropes
No outdated shorthand standing in for the whole audience.
Humour with, not at
Never derived from placing older people in incongruous situations.
Creators earn it natively
Partnerships that work on creator channels first; cuttable for social and digital, not the other way round.
Audio earns its place
Audio ads, situationally versioned, and with tailored podcast extensions.
Measurement holds both to account
Creative and media effectiveness assessed independently, and in combination.