It never fails to amaze us how many companies still develop marketing strategies without truly understanding what they want to achieve, or even who they're talking to. It's like getting in a cab, saying "Drive aimlessly until this roll of cash runs out," and hoping to end up at Disneyland. What we mean is, we're big believers in planning. After all, the way your story is delivered has a huge impact upon the way your audience receives it.
Stuff we stand for.
This is the part where agencies get really pretentious and political and such. That's really not our style (also, we look terrible
in berets and those little Che Guevara beards). 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?
1
START
WITH A
PLAN.
WITH A
PLAN.
2
SIMPLE
IS
BETTER.
IS
BETTER.
Agencies love to make you think communications are as complicated as particle physics. They're not.
In fact, the lessons your mom taught you before your first day of school–"Don't interrupt." "Never lie." "Always send a thank you note."–are as as valuable as anything you'll learn at that high-priced seminar in Basel. Truth be told, it all boils down to this: If you want people to like you, be nice. Pretty simple, right?
3
SAFE
USUALLY
SUCKS.
USUALLY
SUCKS.
Safe advertising is great–for getting through a meeting. If it looks, sounds, and smells like it was created by committee, it probably was (by people who use the term "synergy" unironically). We have no patience for that malarkey, and neither should you. If an idea isn't a little scary, it probably isn't any good. And it certainly won't get noticed. Check out our portfolio. If nothing else, you'll find it refreshingly synergy-free. We'll wait here and brightline a few of our value-adds.
Just kidding.
4
HONESTY
MATTERS.
MATTERS.
We often ask hard questions to get to the truth, because consumers ask even harder ones. We often have strong opinions. But we're also completely candid about where we're heading and how we hope to get there. We'll 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?
5
NO ONE HAS A
MONOPOLY ON
CREATIVITY.
MONOPOLY ON
CREATIVITY.
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 behind a curtain or in a magic box, apart from you, but in partnership with you.
6
DON’T TAKE
YOURSELF TOO
SERIOUSLY.
YOURSELF TOO
SERIOUSLY.
Unless you make alarm clocks, no one woke up this morning thinking about your product (sorry). Mostly, people don't care about whiter whites or brighter brights. What they really want is a little understanding. A bit of respect. And maybe a laugh or two along the way. Above all, they want to know that there are other people out there who "get it." The good news? Consumers don't need you to be perfect. Just honest. So let's have some fun.