Boutique creative agency kwpx&partners has shifted its business strategy to align with the belief that better advertising beats more advertising.
Following the agency's merger of WA agency &Partners with SA agency kwpx.
Dav Tabeshfar, founder of kwpx&partners, said the era of content has led to an explosion of ill considered, cheap and forgettable creation.
“We as an industry are making billions of dollars’ worth of shite that no one wants to watch, look at or hear - so, we’re putting our faith in quality over quantity," Tabeshfar said.
"We’re helping clients to do less advertising by investing in better strategic and media insights, concepts and craft."
Dru Mincher, kwpx&partners business director, has been responsible for ensuring the agency can deliver on their new proposition with the support of kwpx’s Adelaide and Darwin teams.
“Western Australian brands are often up against national or international counterparts with significantly larger marketing budgets, so outspending is not an option," Mincher said.
"WA brands need agencies who embrace the opportunities that come with smaller budgets; to do work that pushes every impression deeper. Because while WA brands can’t always compete with marketing budgets, they can certainly win on depth-of-impact.
"Our national strategic model ‘Deeper Connections’ is designed to ensure that’s exactly what happens. It’s a model that uncovers the insights necessary for deep and meaningful audience engagement, and importantly in a cost-sensitive market, it’s a fluid model that fits around a client’s existing tools and existing understanding, so there’s no waste.”
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