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Scholarly, sort of
The intellectualisation of communications has in many ways spelt the death of reason – too often people use models instead of their heads.
At CBC we have a thorough understanding of the major texts and theories within our field of work, and apply this knowledge as appropriate. However, we’ll never insult your intelligence by offering simplistic “one-size-fits-all” remedies, or elevating the obvious to the level of academic revelation.
While our strategies often borrow from previous experience and accepted wisdom, they always remain firmly attached to the reality of your particular situation.
Back-scratching, not back-slapping
We work in cross-disciplinary groups (each consisting of an account manager and a creative team – a copywriter and an art director), both in strategy formulation and creative development. It’s an unconventional approach, but one that reflects the fact that creatives are often deep thinkers, capable of spotting flaws quickly and generating strategies. Account staff, in return, constantly feed creatives fresh information and help keep thoughts on track.
This system also allows customers direct access to their creative team from day one. Such close contact benefits both parties. Creatives can hear first-hand a customer’s predicament, and customers can get a full explanation of creative work from the people that produced it.
Almost human
In an era of cold-blooded professionalism, we never forget the world is ultimately made up of people. Excellent service and informality are not mutually exclusive. Quite the contrary. We never want our customers to feel awkward, hesitant or, heaven forbid, unwelcome.
We work hard on our customers’ behalf because we want to, not because we have to. And our customers can judge the validity of our advice and work better because they know us as people as well as professionals. Even in business, the best relations are built as much on respect as reason.
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