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CREATIVITY
DRIVES
LIKEABILITY

We eat with our eyes.

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ENGAGE WITH
CONSUMER
BEHAVIOUR

Rather than try and change it.

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BRAND
ALCHEMISTS

We mix complex input and strategy with smart systems that help brands grow.

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YOU HAVE TO
REACH PEOPLE

Before you can influence them.

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Services have commoditised. Tactics no-longer work. 

And as the traditional mediums and approaches collapse, marketing complexity is growing sharply.
(Eloquently said by The Economist.) 

When the world has changed, what do you do now?

Welcome to AMBA

AMBA is a strategy first marketing agency. We consult on brand strategy, marketing strategy, media assurance, market insights and smart tactical activation.

With advanced marketing science and neuroscience techniques that drive commercial outcomes, we take market complexity and turn that into a strength,
not a weakness.

We are one of small handful of agencies that provide this style of focus - short-term results, long-term benefits. Uniquely, we build the knowledge into our client’s business.

AMBA - Align to Market using Brand and Advertising. We are based in Sydney and connected globally.

Communication

From Reach to Engagement
to a sales conversion.

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Business
INSIGHTS

Be obsessed by your customers. They will share many secrets.

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Our work

Driving
remarkable
change.

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BLOGS/Hot TopICS

The True Value of IP

04.04.18 / 05:35AM / Michelle Gorton

Mark Twain famously said, "there is no such thing as a new idea…” The reality is that greatness often comes by re-imagining and extending what already exists. What’s newly created is still unique and novel, just maybe a little familiar and occasionally spectacularly inventive.

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Sales Growing Or Slowing? What's a realistic Target?

12.03.18 / 06:37AM / Peter O'Leary

One of the great business challenges is to deliver ongoing, continuous, growth in sales and profits. It’s an obvious objective - a common belief that it’s easy to repeat what you have previously done and then do some more.

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Advertising Effectiveness - Secrets Revealed

03.01.18 / 03:11AM / Peter O'Leary

Today we are all much smarter. Marketing Science has revealed where the power was hidden, and we can find our own evidence in the vast quantities of data served up daily. There should be no excuses, just success stories. But this not the case.

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Ads - What to Avoid

29.12.17 / 03:10AM / Peter O'Leary

Our list of what not to do. There is much to learn from mistakes of the past (all done by others, of course). Don’t minimise your Brand Hammering home the Brand works everytime. Your audience likes to hear from you. Minimise brand presence and they may miss that it was you completely. Who gets the benefit then? The category leader. If you’re a clear and dominant Number 1 the rules are slightly different (but only slightly). Don’t be boring. Loose me forever. There is no excuse. Don’t be totally rational. This is the same as being boring. Some argue that being rational is a must for Trade or Industry ads. That makes sense if those ads aren’t talking to people - human behaviour is consistent across all walks of life and activity. Our message is that Emotion leads. This covers our 2 and 8 second objectives. Rational messaging follows and may well be needed to hold the audience beyond 20 seconds. Start with Rational and your challenge is much, much harder. Don’t forget who your audience is. This is the ‘you are not your customer’ lecture. It’s not about what the internal team thinks. Internal perceptions are typically not evidence-based, and more often they have developed over a long time from assumptions and confabulations. What does the market need? Briefly, on the touchy subject of market research focus groups, - we find that it’s far more effective to watch what people do than to listen to what they say they do. (Feel free to ask more about this). In the digital world, there are better ways to understand how real consumers behaviour. Understanding how that market is orientated is key. There are many examples of ads that have been written by the client, for the client and missed the market completely. (Not our clients, happy to share). It’s sad waste of time, money and an opportunity missed. Don’t trigger someone else’s brand. The worst thing that you can do in an ad is trigger recall of someone else’s product. Your money, they get the benefit. The most common trap is when smaller brands talk about the category rather than about themselves. The category leader reaps the reward. There are many straight-forward strategies that apply based on your market position. From when you should lead, when you should ride on someone else’s shirt-tails, to when you should zigzag. Don’t expect one size to fit all. Good creative is context dependent - a banner ad on a website can never convey the same detail as a printed brochure. Developing creative messaging is a fascinating process. As the Madmen era showed, it requires passion, commitment and self-belief. And that’s just from the client - that wonderful person who has ‘sign off’, ultimate approval and, dare I say, accepts complete responsibility. This should be a team game - not a one pony show.

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Be Distinctive
2020 Media
Emotion trumps Thinking