Home
About Us
Strategy
Work
Fresh Thinking
Contact

STRATEGY

ENGAGE WITH
CONSUMER
BEHAVIOUR

Strategy FIRST

We combine marketing disciplines to place focus firmly on the commercial outcome.
AMBA is one of a small handful of agencies that provide this style of lens -
evidence-based, yet innovative in approach and precise in the answers.

Our three arenas of focus:

BRANDING STRATEGY

From market orientation to positioning and codification of assets that generate value.

COMMUNICATION STRATEGY

The intersection of all touchpoints, including Media and Creative.

BUSINESS INSIGHTS

A obsession with customers leads to innovation that delivers results.

WHY STRATEGY FIRST

There is a new reality. Everything you thought you knew changed yesterday (or more precisely, overnight). The evidence is everywhere.

Behemoths like Nokia and Kodak have all but disappeared.
Newspaper circulations have halved from their peak (or worse).
Media is globalising - The American TV giants CBS have recently acquired Australia's Channel 10. Google is the most dominant media company in the world.
Restaurants, cafes and services are driving growth in Shopping Centres (when do we stop calling them Shopping Centres?)
Human attention span is now 8.25 seconds. A goldfish is 9.

The Economist has said that 'as the traditional mediums and approaches collapse, marketing complexity is growing sharply.'

A consequence of this craziness has been a sho=ift towards Tactical activations. A 'let's do something quick' attempt to find a solution - from sales promotions (price off discount) to a short-term ad campaign, maybe a brand ambassador or a gift-with-purchase. The sales bump a little, but on any considered assessment, the results are poor. Tactics in isolation just doesn't work.

A STRATEGY IS A PLAN OF ACTION

A planned and consistent approach delivers results. By definition, a strategy is a plan of
action designed to achieve a major aim or objective. Strategic plans work because they
leverage budget, assets and activities, reducing wastage and lifting efficiency.

THIS IS THE GOAL (WISHLIST)

You want a plan - one that is oriented from your market's perspective (not what the internal team dream but what the real-world prospects see). You want to understand the strength of your brand's assets and how best to leverage, and you want to know where you'll find growth (i.e. who is going to consume the additional volume). And - perfect world - you'd like it on a single page and in an easily digestible format that all stakeholders can embrace.

TALK WITH US

AMBA consults with clients across brand strategy, marketing strategy, media assurance,
market insights and smart tactical activation. Talk to us about maximising return on your
brand portfolio, how to position for profit and how to adjust to the changing market.