This is the part where ad agencies usually get really pretentious and Put Forth A Manifesto. We don’t do manifestos. They’re silly, and usually not worth the paper they’re written on. (Also, we look terrible in berets.) We do, however, have a set of principles we steer the Good Ship Mortar by. Grab an umbrella drink and meet us on the Lido deck, won’t you?
Here's the thing: a lot of companies don't trust consumers to grasp the "sell." To us, that's the whole problem. Audiences don't want to be sold. They want to be entertained, engaged, rewarded. And get this - they want to like you. Repeat: They. Want. To Like. You. Once people like you, buying stuff from you becomes an act of self-expression. Advertising doesn't have to be any more complicated than that.
Need a map? It never fails to amaze us how many companies still develop marketing strategies without truly understanding who they're talking to. It's like getting in a cab, saying "Drive aimlessly until this wad of cash runs out" and hoping to end up at Disneyland. What we mean is, we're big believers in planning.
Safe advertising is great – for getting through a meeting. The logo is prominent. The suits are smiling. The word "consistent" gets tossed around a lot. No wonder – the work is easygoing. It's inoffensive. It's safe. And it generates all the excitement of a heaping bowl of unflavored non-fat lactose free ice milk. If an idea isn't a little scary, it probably isn't any good. And it certainly won't get noticed.
We want a lasting relationship with our clients. So we’re careful about whom we approach. And we put a lot of effort into making the whole thing work. If you’re a potential client, you may be wondering “Are these guys right for us?” Excellent question. In today’s ultra-competitive marketplace, we think “playing it safe” is akin to “lighting your money on fire.” Which is why we’re passionate about breakthrough creative. But the fact is, our approach is not for everyone. For example, we’re not looking for “clients.” We’re looking for business partners. If you feel the same way, maybe we're right for each other. So, um, if you're not doing anything later...
Great ideas can come from anyone in our organization. But they could just as easily come from someone in yours. Did your last agency admit that? At Mortar, the creative process doesn't happen apart from you, but in partnership with you.
We often ask hard questions to get to the truth. We often have strong opinions. But we're also completely candid about where we're heading and what processes and procedures we'll use to get there. We'all tell you when we think you're right, and at times we'll probably disagree. We're also big enough to admit our mistakes. Would you really want it any other way?
We provide our clients with ideas that generate very healthy returns. Naturally, we expect to be fairly compensated for our time and effort. Which brings us to spec work: we don't, as a rule, do it.
Give us a small test project instead. Let's find out if we work well together on a real-world challenge. In the long run, it'll be better for you. And for us.
