Phosphorus
Phosphorus is our creative element.
Phosphorus burns brightly in any environment, as long as it has Oxygen to feed it. For ‘Oxygen’, read ‘a great brief’. We believe that 99% of the work is done before the brief lands on the Creative Director’s desk. We get a great brief at SMRS because we don’t rest until all of the elements we need are in place. Discovery, our unique approach to the Research & Planning process, gives our Creative team all the information they need. Before we put pen to paper, we know who the audience is, what they are thinking, where they are, which media they use and how they relate to our client’s brand.
Phosphorus casts light into darkness. No piece of creative communication should be judged on its originality, or on its visual impact, or on the cleverness of its concept, or on the craft of its copy or the skill of its layout. Advertising should be judged on whether it will attract the eye of the target audience, illuminate the subject and cast rival options into the shade. We judge our creative product on the question, “How well will it work?”
Phosphorus carries a danger warning. Remember: entirely safe advertising isn’t advertising at all! Our creative approach is not about safety. It’s about turning heads, changing minds, moving people to respond, and moving brands forward. That’s why we’ll sometimes question the brief we are given or, occasionally, turn it completely on its head.
These are simple principles. We apply them equally to press, outdoor, radio, web, TV and DVD, direct marketing, exhibition materials, internal communications and brand development. We have considerable experience in all of them, and plenty of accolades, too.
Art for art’s sake? Never. Results? Always.