Twenty-one years ago, in July 2003, we established The Faith Agency with a clear vision “to provide our clients with commercial advantage through clever creative thinking”.  Central to that objective was the recognition that “clever creative thinking” was moving beyond the conventional view within the advertising industry. Keep in mind that “digital” was in its infancy; Facebook didn’t exist, iPhones were still four years away, and iTunes had just launched with great controversy around the future of music distribution and consumption.

It was an exciting time!

We saw the developing digital opportunity as an innovative way in which to connect with audiences across various touchpoints – new and emerging. We were also fortunate to have Nissan as one of our foundation clients at a time when they were embracing new ideas to deepen direct marketing engagement with existing vehicle owners as well as their dealer network.  We learnt a lot together over the following ten years; and it helped shape the culture of our agency as we recognised that innovative problem solving, strategic thinking, data analysis, and finding unique ways to deliver a relevant offer expanded our view of ‘creativity’.

Fast forward to the present day, and our original view on how an agency can provide commercial advantage through creative thinking, has gained even greater conviction.

Creativity, when seen from a holistic perspective, provides the essential ingredient for business growth. It can enhance customer experiences, shorten the path to purchase, promote higher levels of brand advocacy, fuel product development and importantly, expand profit margins.

With the development of advanced analytics and attribution models, we can now measure the impact of creativity, make informed investment decisions and determine clear ROI perspectives. Critically, we can use the data to “justify” and optimise the continued investment in conversion achieving strategies.

We firmly believe that having media in-house at The Faith Agency gives our business, and our clients, an advantage. It’s more important than ever that creatives and media strategists work together from ideation through to the delivery of seamless and integrated campaigns. This approach ensures the core creative idea is then highly targeted and delivered in an engaging manner across multiple channels and that the brand experience is supported throughout the purchase journey.

Developing highly personalised experiences at scale is still in its infancy but promises further improvements in engagement and conversions. Combined with new and emerging technology platforms, the future looks incredibly exciting and evolving at a rapid rate.

From our perspective, we see ‘creativity’ continuing to play a pivotal role in business success. Our challenge is to remain curious as to its powerful application as we look to unlock new opportunities, overcome challenges and support profitable growth for our clients.