Field Notes Inside an Integrated Communications Agency

Ideas. Stories.  Relationships.  All elements of what we do at multi-dimensional marketing agencies like Capstrat.   But the objective that unites us, defines us and may make us the agency of the future is persuasion.  We persuade consumers, influencers, employees, business leaders, kids, grown-ups etc. etc.
 
A good agency always has been and always will be a partner in persuasion.  What we offer now more than ever is persuasion with precision and persuasion without prejudice.
 
‘With precision’ addresses modern research and ‘long tail’ targeting.  Only a select group of clients in the world really need a mass blast to the entire population.  Most are better off aiming at specific groups.  ‘Without prejudice’ refers to a relatively new willingness to look for the right mix of tools.  Advertising isn’t the absolute answer, and neither is media relations or public affairs or social media.  
 
Maybe ‘precision persuasion’ neatly covers it all. To me anyway, it’s a succinct way of summing up the strategy of finding the right solutions in a strange and wonderful era of fragmentation and infinite possibilities.