The world of brand & advertising is awash with myths, misconceptions, dubious metrics and often unfounded creative tactics that bear little relation to our actual buying behaviour.

Using our propriety approach, we take an evidence based approach to creating and building brands, using knowledge and insight gained from your data, research and technology, to edit out the unnecessary and focus on the things that empirically make a difference.

Blue Pencil places great value on creativity, but advertising and marketing creativity is a business, not an art. So we place equal value on empirical evidence that what we are going to do will work, and then what we are doing, is actually working. This allows our clients to spend money with confidence, significantly reduce both wasted time and money, as well as predicting the outcome of their investment with more certainty.

In a cluttered, noisy and often overwhelming marketing environment, we help you cut through it all and get straight to the point.

We are home to a diverse range of talent that includes amongst others, design and communications specialists, content producers, data analysts and developer geeks, all dedicated to helping our clients succeed in this brave new technological world.

We work in an agile way, often in great detail and always in collaboration with our clients, to ensure integration of creative, media and data. For any agency, for any creative entity, to be divorced from either the deployment of the creative or the data is a very bad place to be and we think will just increasingly be marginalized. The way of the world is more and more real-time, where messaging can be deployed to distinct groups, that is picked from a data source, and then that creative can be adapted and grown or turned up if it’s working well, turned down if it’s not working well, turned off it’s not working at all. We believe you have the people who are deploying the creative, next to the people who are putting it into market, very closely aligned to the people that are seeing what effect it’s having.

A creative agency not allied to media and data is already out-of-date. For this reason, Blue Pencil is the creative arm of Audience Group.

Audience is a full service media agency. Rather than buying media solely on demographics, Audience helps clients use psychographics fused with behavioural data and buying intent. Matched to current audience profiling, we are able to build an addressable audience; an audience we know has a high propensity to buy your product. This is helping us to fundamentally change the advertising process. Historically advertising communications have been managed with a top down approach that has been creatively led. Brilliant minds have pushed messages to audiences in the hope that they resonate. Today we don’t need to guess at what creative solution may or may not work, we can use data points from our target audience to understand what messages are going to appeal to what audiences, often before the creative process even starts.

Regardless of whether our engagement involves working with Audience (media), or not, the approach to using data and media learnings to inform creative work will be applied to your business. We make it our business to know your media and data teams.