As an agency, we deliver creative ideas, based on a solid strategic footing.  Our strategic process helps us to pin point how the brand or product can meet the needs and motivations of the audience.
Although most of the time, we’re asking people to perform a rational task, like choose a product from a supermarket, we firmly believe that these decisions are driven by deeper emotional motivations.  What motivates people to buy a certain brand of beer or shampoo?  It’s the promise of how it will make them feel. 
Right at the beginning of our strategic process, through research and insight and our ‘Open Days’, we identify the emotion that motivates the decision we’re asking people to make.  We call this the GEM (Genuine Emotional Motivation).  By uncovering the GEM we ensure that our work evokes the right emotion to motivate the audience in the right way. Ultimately this leads to more powerful and effective work.