EXPERTISES
An agency is the sum of different people, different occupations and different fields of expertise. But for it all to gel, there has to be a link, a movement, a driving idea that moves it forward. At Duke, it’s the idea. But not just any one: the strong idea, the one that transforms our clients’ businesses, what we call “ideas to prosper”. That’s also why Creative is at the center of the agency: art direction, conception/copywriting (that’s classic), but also graphics planning, sound design, information architecture, video production, animation, 3D (well yeah, it is digital)...
But an idea must relate to a goal, a direction, a strategy, supported by research, benchmarks, intuition: Duke’s strategic planning department takes care of that. The ideas are only valid if they prove their efficacy (this is where the department that measures efficacy/analytics/tests comes in). Only if they work technologically (must we mention that we’re talking about the technological unit here, front & back office, CMS, CRM, hosting, e-commerce, trafficking, etc?). Only if they are seen and approved by the audience, through whatever media are used: displays naturally, SEO and SEM obviously, viral marketing, and of course the famous social media, which we see as media “in the Latin sense of the term”.
And since a digital idea can today exist beyond the Web browser (on a mobile phone, a touch screen, interactive displays, in-store, etc.), Duke also has an “emerging media” department (brand-new, it’s just come out). What we’re saying, in the end, is that if Creative is and will remain the central aspect at Duke, it exists only through a tried-and-true thought process (and an internal process): that’s probably why we have such “ideas that prosper.” VISUALIZE...
An agency is the sum of different people, different occupations and different fields of expertise. But for it all to gel, there has to be a link, a movement, a driving idea that moves it forward. At Duke, it’s the idea. But not just any one: the strong idea, the one that transforms our clients’ businesses, what we call “ideas to prosper”. That’s also why Creative is at the center of the agency: art direction, conception/copywriting (that’s classic), but also graphics planning, sound design, information architecture, video production, animation, 3D (well yeah, it is digital)...
But an idea must relate to a goal, a direction, a strategy, supported by research, benchmarks, intuition: Duke’s strategic planning department takes care of that. The ideas are only valid if they prove their efficacy (this is where the department that measures efficacy/analytics/tests comes in). Only if they work technologically (must we mention that we’re talking about the technological unit here, front & back office, CMS, CRM, hosting, e-commerce, trafficking, etc?). Only if they are seen and approved by the audience, through whatever media are used: displays naturally, SEO and SEM obviously, viral marketing, and of course the famous social media, which we see as media “in the Latin sense of the term”.
And since a digital idea can today exist beyond the Web browser (on a mobile phone, a touch screen, interactive displays, in-store, etc.), Duke also has an “emerging media” department (brand-new, it’s just come out). What we’re saying, in the end, is that if Creative is and will remain the central aspect at Duke, it exists only through a tried-and-true thought process (and an internal process): that’s probably why we have such “ideas that prosper.” VISUALIZE...