How We Work

First of all, we respect brands and the work they have done to establish their equities. While radio is an oddball medium–an outlier, if you will–that does not mean that it should have free reign to change the tenets of a brand to whatever it desires.

To that end, we work hard to understand EXACTLY what a brand means BEFORE we start willy nilly writing spots. This isn't necessarily a difficult or time-consuming step. Most brands have definitional elements that have been hammered out (although we are fully capable of inventing brand tenets from scratch, and have done so many times), clear demographics, and plainly stated objectives.

We collaborate. If you want us to lead and show you the way, we're good at that. But if you have strong opinions about, say, "no humor" or "very real-feeling" or "not sophomoric" or "multi-cultural" or whatever, just let us know.

We work with union talent and/or nonunion talent. We set casting specs, manage the audition process, engage studios, direct the audio sessions, etc. Our clients can have any level of involvement they wish during the process, from sending us off turnkey to bring back completed spots or campaigns to step-by-step creative and production with full client involvement at all key decision points.

The only caveat: We do not write scripts for others to produce and direct. We just don't. The subtleties of casting and session directing are so often what makes a good script into a great commercial.

While we are fundamentally a creative company, we can bring best in class media advice to the table for clients who desire it.