Generally speaking, in our experience, here’s what we’ve found: Ad agencies recommend ads. PR firms recommend special events. Promotion firms recommend promotional tactics. Interactive agencies recommend web initiatives. Design firms recommend corporate identity designs. We see two problems with this: 1) These recommendations are in their best interests but not necessarily in your brand’s best interests. 2) Even if these recommendations are in your brand’s best interests, you’re still getting a recommendation that represents only one part of building your brand. And we never believe that a strong brand can be built effectively by one element alone. THAT’S WHY THE CREATIVE UNDERGROUND IS A BRAND DEVELOPMENT AGENCY. We evaluate every potential customer touchpoint for you and strengthen them through research, strategy, writing, design and measurement. We make sure each connection is not only marvelously creative but also relentlessly consistent. We suggest ways to bring your internal environment more in line with your brand. We tell you things that you need to hear about forging a powerful direction for your brand and not necessarily what you want to hear. We even recommend actions that, quite frankly, don’t always make us that much money but are still very much in the best interests of your brand. When that type of structure combines with our talents, there’s a fundamental difference between us and many other firms you may be considering. And the end result is a better way of brand building. That's our story. To see more of the portfolio that backs it up and the people behind it, visit www.thecreativeunderground.com.
The Revolution Starts Today.
www.thecreativeunderground.com
http://www.fastcompany.com/user/dan-gershenson
Owner / Partner, The Creative Underground
Private, Marketing / PR / Advertising industryMe? I'm a treasure hunter. A lot of companies come to me to uncover the treasure they can't find. Because whether the client is a small business or an international corporation, the treasure they're seeking is insight. With our trusty research tools and team of brand development experts, we set out to find that rare gem. And find it we inevitably do.
But beyond finding insight, we know what to do with it too once we uncover it. So myself, along with my partners, translate that insight into a compelling brand strategy and execute it into areas that make the most sense in terms of media. And be prepared -- it may very well be the kind of media that are far from traditional. Just like our ideas.
To get from uncovering insight to delivering better results, I wear a lot of hats at my brand development agency. Creative Director. Chief Strategist. Copywriter. Account Executive. New Business guy. But what you really need to know about me is that I tell it like it is, I make sure better work gets through, strategies don't get watered down and partnerships -- not simply client-vendor relationships -- get formed. All in the name of getting your brand to a much better place.
Drake University, Iowa, United States
Bachelor’s degree, 1994.
Areas of study: Advertising
