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Smart advertising is not all fanciful poetics. We analyze very carefully what the Consumer or target audience is truly feeling and thinking about your Product. We want to appeal to every part of the Consumer’s Brain that makes purchasing decisions. So the work we strive for is not just left Brain, right Brain, but all levels of the Brain. We consider the effects upon the Neo-cortex, the Cortex and most especially the part of the Brain that makes the most critical life decisions every second of our life, the Limbic. We consider evolutionary psychology to focus creative work on the unconscious triggers in the mind. We think Michael Shermer is more important than Marshall McLuhan, and Malcolm Gladwell is more relevant than Donny Deutsch. We rejoice in all the parts of the Body that make purchasing decisions: the heart, the stomach, the eyes, the ears, the nose, the fingertips, the sexualites of your body. Because our work should appeal to every Molecule in the Consumer’s Body. Because when you Adore someone or something, you don’t want them, you need them. So we don’t appeal to Want, we appeal to Need. We use science and poetry to make your Consumer feel in the deepest part of their Brain that they need your Product.
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