Deep Digital DNA
“Our digital expertise built over many years means we have a sustained and proven record of transforming business performance in digital comms. We have evolved and perfected our ability to combine data and creativity to develop solutions that deliver brand fame and performance for our clients." Says David Hayes, Director of Social, Search and Performance Media
For Nissan, Huskies targeted a younger audience in the bespoke Irish launch of the new Nissan Micra. The results were spectacular with its share of the small car segment growing from 5% to 10% making it the best performing market (and campaign) in Europe.
Damian Hanley Creative Director at In the Company of Huskies explains: “Our campaign with Nissan would not have been possible without our Digital DNA and expertise that brought the brand’s experience across the customer journey. Today the average research timeline for a new car purchase can span months. Within that time, countless moments occur where consumers turn to their devices to answer a question or to address a need. In the past people used to visit a car dealership multiple times, now it’s often just once. The car showroom has moved online and in response, we know we have to capture their hearts and minds across the new consumer journey.”
Magic and Machines
It has taken significant time to perfect the agency operating system to deliver the results. It hasn't been without its challenges however, it seems that Huskies have a distinct advantage having gone through the inevitable forming–storming–norming process. This has made for a truly different style of agency.
“The best work happens in the huddle - not in a single department,” says Allison Baker Planning Director at In the Company of Huskies.
Whilst debate continues about the compatibility of data and creativity, Huskies believe their approach has perfected the marriage. From a ‘machines’ perspective, David says: “Digital technologies and data are providing us with greater intelligence, targeting, delivery and measurement capabilities but it also allows us to inform ideas which sharpen the team’s creative output.”
This is the foundation of great creative says Damian: “Some people think creatives don’t like data. That we turn our noses up at it. Or it ruins the creative spark. But great creatives like anything that provides them with an insight. We must “Interrogate the product until it speaks.” We live that at Huskies. Insight lies in the bowels of your client’s product – the interviews, the customers and in the data. Data is one of the most powerful tools of the interrogator. It’s like hooking the product up to a lie detector test while sitting in an electric chair. It’ll tell you everything.”
Evolving from its digital roots, creativity is now an agency-wide vision in the company’s ethos, driving all insights, knowledge and skills. “Just as it takes the whole village to raise a child, it takes a whole agency to raise an idea! Huskies have combined many different skills and knowledge across a wide spectrum. We have an open culture where the idea is king rather than any one individual or department. We believe we are the agency every client wishes for – one that solves problems in the most relevant way possible” says Damian.