Since the 1950s and 1960s the advertising agency has been the cornerstone of global marketing. Consumer research, followed by a brainstorm of engaging ideas which were then activated, in clever copywriting and illustration and transposed to press, radio, billboard, film and video is at the heart and soul of the classic advertising agency.
FULLER has maintained over the last 20 odd years that while it offers this one dimensional advertising agency service, it would be irresponsible not to suggest to clients the many other complementary ways of achieving their brand communication goals. For example, an advertising campaign, without a supporting public relations plan to create context and authenticity, may not achieve its full potential.
Now the role of the advertising agency has inexorably changed as the media is no longer “space” which can be paid for and purchased. Using the latest content marketing strategies and tactics, clients can now “own” their media and “earn” awareness and sales rather than pay an advertising agency to manage this for them.
At FULLER we see this as a positive rather than a negative. It is an exciting time for companies such as ours who have always maintained an integrated brand communication model – and while the singular advertising agency model will necessarily need to grow and change, FULLER is already at the forefront of that change.