Bruce Lee made Kung Fu a global phenomenon during the 70s. His biggest claim in the martial arts world was founding Jeet Kune Do, a hybrid style of fighting and philosophy that had no style.
Or as Bruce described it, ‘fighting without fighting’. In essence Bruce Lee believed just using one style was too restrictive, too rigid and in essence ineffective. He believed combat should be spontaneous, that fighters should ‘be like water’ and be able to move fluidly and without hesitation.
Interestingly, that ethos is exactly the same in the way we work. As a communications agency our expertise lies in just that… communication.
We believe for brands to talk with the myriads of different audiences that it needs to effectively, then it’s conversations need to ‘be like water’ and be able to move fluidly (and quickly) through different channels, without hesitation.
Now it’s true to say that companies already understand this, that’s why they use different agencies for different aspects of communication. The problem arises with all the agencies involved working on their individual briefs either in ignorant bliss of the bigger picture or worse than that (for the client) trying to carve out a bigger piece of work for themselves like street gangs battling for more turf.
The other issue working with different agencies, without a clear path for all to travel with is the hesitation that can grow between the different briefs.
So what does communication mean?
The Collins English Dictionary describes it as ‘the imparting or exchange of information, ideas or feelings’. Which seems to sum it up quite well and a good place to start.
First thing’s first. Whatever result you’re after, whether it’s simply brand awareness or a measured response we start with a defined strategy, where we establish exactly what we need to say and work out what the response will be.
We then work out how we want to say it. This goes beyond tone of voice. This is where the relevant disciplines are highlighted. From advertising to social we analyse the best way forward for getting the message out to the relevant people.
At the same time we also gather a better understanding of who we are talking to. Which obviously informs the way we speak to them. It’s important to remember that we don’t speak to target markets, we speak to people.
And finally, when we know what, how and who we’re communicating to we work with experts to understand the key factors to where and when.
The most important part of this process is our product, the creative idea. Being creative isn’t a fluffy box to tick. Being creative is the process of having original ideas that have or create real value.
Anyone can have idea, but it takes a collection of people to execute the idea in a way that adds real business value. From communication strategists to creatives it’s incredibly important that we work with our clients to produce effective work.
The whole way through the campaign we always think of a quote by Eisenhower ‘In preparing for battle I have always found that plans are useless, but planning is indispensable.’ In today’s world of constant, fluid communication, that quote has become indispensable to our approach.
Then once everything is in place, we’re confident that our work will have another thing in common with Jeet Kune Do… maximum impact, at extreme speed, if necessary, without wasted effort.