You probably noticed.
The world
turned.
Went digital.
Technology =
new ways of doing.
And living.
And being.
Right now =
so much
full-on,
game-changing
disruption.
Meaning big implications
for brands.
Meaning.
Brands today.
Must be social,
supremely smart
and adaptive.
By design.
And intent.
Which is what we do.
We define brands
within the bigger system.
Which sometimes means
overwhelming
the competition.
But where every brand
ultimately recognises its
greater potential.
To inspire.
And
become.
And
lead.
We don’t just
build brands.
We introduce ORCAs.
What?
WE DEFINE BRANDS WITHIN
THE BIGGER SYSTEM.
Which sometimes means overwhelming the competition. But where every brand ultimately recognises its greater potential. To inspire. And become. And lead.
WE DON’T JUST BUILD BRANDS.
WE INTRODUCE ORCAS.
What?
THE ORCA WAY
OUR CAPABILITIES
STRATEGY
- Brand Positioning
- Brand Architecture
- Messaging Hierarchies
- Portfolio Management
- Commercial Vision & Road-Mapping
- Adaptation & Course-Correction
CONSUMER, CAMPAIGN & PERFORMANCE
- Consumer/Customer Insight Mining
- Personas, Typologies & Role Definitions
- End-to-End Journeys
- Interactions & Touchpoints
- Launches & Campaigns
- Influencer Integrations
- User Experience & Immersive Design
- Loyalty Initiatives
- Performance Tracking & KPI Setting
CREATION
- Naming, Taglines
- Verbal Identity/Brand Voice
- Logos & Visual Systems
- Copywriting & Asset Creation
- Brand Films & Co-Productions
- Online Representation & Web Build
INNOVATION & TESTING
- Concept & Creative Testing
- Iterative Prototyping
- Packaging
- Pilot Programs
- Cultural Monitoring & Reporting
ORGANIZ-ATIONAL
- Stakeholder Alignment & Transformation
- Cultural Change/Inside-Out Marketing
- Credentials, Presentations & Key Assets
- White Paper Authorship
How?
From the collective minds of the founders. Bringing together unique specialist talent. Allowing us to focus purely on Brand Growth and Competitive Advantage.
A FULL
DEFINE_
DESIGN_
DELIVER_
GROW_
CAPABILITY.
Distinct phases, each providing the bedrock inspiration for the next – a linear set of building blocks to ensure positive growth with the necessary flexibility to review, re-interpret, and re-engineer, dependent on cultural and commercial conditions.
FOLLOWING 5 ORCA
PRINCIPAL TRAITS:
INTENT_SOCIAL_SMART_
_ADAPTIVE_APEX
DELIVERING RESULTS ACROSS:
- Business Planning
& Growth Identification - Brand Strategy, Creation
& Course Correction - Innovation Programmes &
Future Opportunity Identification - Creative & Communications Planning,
Activation & Guardianship - Performance Tracking &
Response Planning
How?
DATA SCIENCE + AI + CULTURE =
ORCA LENS
In adherence to ‘Different & Better’, we apply Machine Learning to Cultural Insight Analysis, creating a new LENS through which we can develop and identify commercial opportunity for brands.
We don’t simply monitor cultural and consumer trends. We take a predictive approach, built on bespoke Bayesian probability.
By deconstructing ‘Culture’ into a set of simple but interloping factors and actors, we can forecast new consumer patterns and the potential socio-cultural paths ahead.
In consequence, we can seize upon brand and behavioural opportunities that extoll our 5 ORCA principal traits.
ORCA LENS™
A new, technology-assisted approach to cultural understanding, insight mining & consumer portraiture.
ORC_ALGO™
Smart, probabilistic, predictive.
Who?
CRAIG WILLS
CO FOUNDER & PRINCIPAL
Craig Wills is a communications industry veteran, a pioneer in creative brand planning, a business advisor and entrepreneur.
He has held Executive Strategy Director and Head of Planning roles within Global brand consultancy and creative agencies (The Gild, Fallon) and senior global leadership positions in media, creative and communication planning companies including Saatchi & Saatchi, HAVAS, and McCann. He was a founder member of the NAKED Communications team in 2000 and created the first internal strategic planning function within outdoor giants JCDecaux.
In a capacity as spokesperson, advisor and writer he has been a Campaign Media Awards judge, a columnist for City AM as a voice on brands in business, has featured on CNBC Mediabeat, and spoken extensively on brands and creativity across Europe and Africa.
Most recently Craig has been providing strategic business consultancy for a wide range of sectors including media, retail and communications businesses. Focusing purely on growth programmes and in-market activation. He has been described as “an agile, responsive, charming, creatively-minded individual who has an outstanding ability to contextualise complex strategic challenges and provide powerful strategic guidance – an entertainer and strategic creative consultant rolled into one.”
Who?
SIMON PONT
CO FOUNDER & PRINCIPAL
Simon Pont is a British author, commentator and award-winning brand strategist. He has held Chief Strategy Officer roles within two global media networks (Dentsu Aegis and Starcom MediaVest Group), and senior leadership roles at Saatchi & Saatchi and NAKED Communications (the pioneers of Communications Planning).
An EACA Effies and ADFX judge, Simon has become a recognised authority on brand-building, consumer understanding and the evolution of Marketing Communications. He is the best-selling author of ‘The Better Mousetrap: Brand Invention in a Media Democracy’, and his latest book, ‘Digital State: How the Internet is Changing Everything’ short-listed for ‘Marketing Book of the Year’. ‘Digital State’ was subsequently translated into Chinese. Simon is also a regular columnist for The Huffington Post, MediaTel Newsline, The Wall and Business 2 Community, and writes for Forbes and the Financial Times.
As a non-executive, Simon sits on the advisory board of content-platform Talenthouse alongside Eric Schmidt (Google), Chris DeWolfe (founder of MySpace), Bret Ratner (X-Men: The Last Stand) and Gerard Butler (300).
On behalf of ORCA, Simon consults with companies and lectures around the world, addressing themes relating to the intended and unintended consequences of our Digital Age – on how it how it is liberating individuals and organisations, usurping former conventions and once-proven business models and demanding competitive advantage through the invention of new perspectives and practices.
Clients and category experience
CLIENTS & CATEGORY EXPERIENCE
Examples of brands we’ve been privileged to call our clients:
Why?
PEOPLE ARE NO LONGER
PASSIVE WITNESSES,
but active and vocal participants. They are eager, resourceful, digitally-empowered hunters of information, ideas and entertainment.
Where consumers once reacted, now they MOBILIZE, with the power to help brands SOAR, or to stop them in their tracks.
BRAND COMMUNICATIONS
CAN STEP BEYOND
self-promotion and vested interest. Brands can mean something new and more to people. They can play a VALUABLE & PROFOUND role in people’s lives.
Why?
THE FUTURE IS NOT
THE PRESENT, BUT IS FOUND THEREIN.
The Agency of Tomorrow is not the ‘Agency of Today’, but
becomes so by acting today.
In our Digital Age, historically established definitions
and expectations can be unhelpful. This wholly applies
to our existing understanding of ‘The Agency’.
To how it should behave.
To the role it can play for clients.
To how it can assert its value and effect powerful
change.
THE AGENCY OF TOMORROW
is technologically-inspired,
open-minded,
essentially humanistic
and adaptive.
It becomes Anti-Fragile in consequence.
And defines the forward motion others then follow.
