The Improbable Agency

Most probably, no matter how much creativity, effort and testing you’ve put into the development of the idea, campaign, product you are launching, you will still be fighting a multitude of improbabilities in the market – making the first viewers understand what you are all about, getting a critical mass of users and, eventually, proving to your customers that you’re better than the (more) established players in the industry. Certainly, this not the first time you are hearing this.

Most probably, it’s improbable you are going to conquer the market, create a super-loyal fanbase and defeat the established players overnight. Amazing ideas need the right communication (and the right channels) to be remarked, understood and shared as amazing ideas. Life-changing campaigns need the right communication (and the right channels) to gather people ready to change and teach others how to change, too. Killer products need the the right communication (and the right channels) to attract early adopters who will become market influencers. Certainly, this not the first time you are hearing this.

Most probably, the right communication is not about right answers. Like in math. But the right communication is like math when evaluating the probabilities of brand positions, key messages or types of audiences to generate true value – both internally for a company and externally, as a calculated and anticipated ripple effect in the market. Certainly, this is what we are all about: going through analytical frameworks when deconstructing and constructing brands, going through creative agile processes (when building launch campaigns and going through storytelling iterations when spreading the word, all these perspective logically blended in order to make the improbable of the challengers, the underdogs, the misfits making the mark they deserve probable. And then certain.