The last mile

No matter how creative or big an idea is, if it doesn’t reach your target group it’s not going to work. Obvious you might say, but unfortunately, marketing budgets are often used to create ‘The usual suspects’ and simply ‘deployed’ into the market without knowing if they will be effective. The ‘last mile’ has always been a marketing grey area. We turned this idea on its head and started to work back from the market to the creative idea. How? By first looking at the intended result. Then we look at target groups, opportunities and touch points to create work that is specifically designed to hit the mark. When you think about the last mile first, every marketing cent can work harder for you.