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How many times have you heard some jargon in a meeting or in conversation and just wanted to shout “Bull$#*% Bingo!”? We have all been there, a client or a co-worker is struggling with marketing problem and goes to the “thinking outside the box” well. As a well-known creative agency there is an expectation that we are going to come up with the prize-winning “out of the box” idea. Acquaintances speak of their envy and admiration for the fact that we simply sit around awaiting the arrival of the Wacky Idea Muse. Ahhh… little do they know that the best ideas are spawned by the unassuming Strategy Muse.

We never venture into the “out of the box” zone without clear strategic direction. The creative process here at Brogan & Partners is a powerful force, but always guided by strategic parameters. Creative without context does not create value for our clients and we are all about creating value for our clients.
Creative ideas generated within a strategic framework are no less original or inspired than free-range creative ideas. They just work better. Consequently we don’t ever forget to take strategic thinking out of the box or in the box or wherever we may be doing our thinking. Who is the customer? How do they think? How does the client’s product compare with the competition? What do we want the client to do? What is the message and why would anyone believe it?

“Creativity at Work” is our mantra. We never forget that Creativity and Work go together. Strategy is work. Results are work. Creativity with results is the end result. So whether we are inside the box or outside the box, we are ALWAYS where the strategy is.

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