Morrisjones no longer do advertising
It shouldn't come as much of surprise to hear that in order to be on top of the game, you need to be part of the game. As Morrisjones celebrate their 10-year anniversary, they're not only moving into a new decade, but also into a new way of working - something that they like to call "Allvertising."
According to Nina Morris, Chief Executive Office of Morrisjones, "The days of bigwig advertisers and "traditional" advertising are gone. As consumer requirements and trends constantly change, we're seeing a rise in the way people choose to interact with brands and as a result, we need to adapt to suit them."
Traditional advertising is increasingly having to share the stage with new technology and methodologies. After all, if people choose certain platforms to communicate with each other, surely the logical thing to do is use these platforms to allow consumers to communicate with your brand? Advertising isn't always the solution. It might be a product tweak, or a distribution change - what Morrisjones refer to, as Allvertising. It's a circular way of thinking, from beginning to end, and around again. From feedback, to strategy, to positioning, to branding, to design, to engagement, to feedback. It's this collaborative communication that is Allvertising and central to the success of this multi-channel philosophy, is results.
Based on circular thinking, the tools of Allvertising include collaboration, convergence and customisation.
Collaboration is a zero-ego zone of unique brainstorming "rounds" where seven people, including clients, customers, children or chefs could be invited. It aims to bring about a balance in terms of what the client has to offer, and what the consumer needs. Why engage with the consumer only once your ad is on TV? By involving them at the beginning, you are able to get a clearer understanding of what they want and expect from a brand. If the "round" is for a hotel, why not invite a pilot, a travelling salesman or a granny? This strict, but fun methodology not only gathers insights, but through collaboration, finds solutions to boost results. Consumer engagement is everything; a conversation that goes back and forth, in a continuous circle.
Customisation means the right team for the right action, at the right time for the right outcome - no matter how big or small your business. Morrisjones partners with people who have brands they believe in and they'll tailor-make their internal systems to work around you. Whether it be positioning strategies, dynamic analyses of real-time digital behaviour, or simply developing an existing idea, each job is different and needs to be approached that way.
Convergence simply blurs the conventional lines of what an agency does. Online? Offline? At Morrisjones, there is no line. Everything comes together and is interconnected with a continuous customer conversation. It is for this multi-platform approach, that Morrisjones have announced that they don't do TV ads, they do Screen Ads.
Interestingly, international research shows that marketers who use the same agency for both mass and digital branding are more satisfied. (Ref: Bain/IAB 2009)
All in all, Allvertising has many direct benefits for clients that need an agency to act as a catalyst to acquire, retain and enhance brand equity.
"The fact that we are independent, with a proven results-driven record means that we're able to be nimble and flexible - collaborating with stakeholders with unique methodologies that embrace our exciting world of change," says Angel Jones, Executive Creative Director.
And so, on the eve of a new decade, we see Morrisjones moving in new circles.
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We do ALLVERTISING. (And that's not just a sexy way of saying 360 communication.) It's a unique way of boosting results through collaboration, customisation & convergence. Sometimes the business solution may be no communication at all.- more....