For years, we've said "It has to be excellent," a mantra that applies to everything we do, every single day. Sometimes, that means letting the artists be artists. Other times, it means account-driven creative with specific retail focused messaging. Either way, at the end of the day, if it doesn't gain market share, it doesn't count.
THE TOTAL PACKAGE.
There's no better way to have a greater share of voice than through campaign totality; every facet of the creative campaign, from digital to social media to broadcast, saying the same thing.