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| Our Approach | |
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| connecting brands to cultural and social opportunities. You might already know us at scenarioDNA for our methodology and approach to consumer segmentation called Culture Mappingsm. We began looking at cultures when we launched scenarioDNA in 2001. At the time, the idea of culture-based consumption was very new. Well, now, as brands are learning to no longer be interested in everyone, everywhere, our forward thinking has gained critical momentum. Even icons from Kodak to Nike are focusing their initiatives and talking culture. We’ve proven that it’s more important to look for what resonates. It’s about the moment. Let’s not kid ourselves and waste time. The rising consumer generation is not a group of hand raisers. They won’t easily join your conversation. Instead, they’ll fluidly move on and off the grid gaming the system, weaving a web of social media, crowd sourcing and in an instant unplugging it all. To catch them means you must find them “in the moment,” those moments defined by the cultures that they thrive in. We regularly monitor a base of culture networks so we know how to tap in when needed or how to get where we need to be. We get what’s going on. We know how to intelligently make sense of what’s happening. We believe the goal of insight and planning should be to swiftly uncover what people want before they know how to voice it themselves. Whether you’re looking to build a pitch, gain insight to launch a product, create a social brand site to glean inline data, establish a market strategy or gauge consumer sentiment, we have the experience and the flexibility to make it happen. We’ve helped agencies win $20m AORs. We’ve created dynamic white space for established brands in saturated markets. And we’ve established networks of cultural activity and trends previously unknown to clients. We’ve got tools. We knew early on that reaching consumers would be more about getting in step with their style of communication, rather than bringing them into our world. To that end, we’ve worked intensive relationships with our partners to cultivate our own innovative tools, like mobile surveying and social media platforms, to help us. We’ve also established a corps of global news videographers that are ready to hit the ground running. We control all creative variables.  ______________________________________________________________________Here’s what a few of people have said about us: “Capable and imaginative; provocative and cooperative; insightful and smart, scenarioDNA is pure value add. Their incredible work on consumers has both improved my work and strengthened the agency's client relationship.” --Planning Director, Ogilvy “scenarioDNA provided an insightful strategic framework to better understand our target consumer. Their depth of knowledge around Gen Y and the ability to think beyond the obvious made them a valuable partner.” --Director, Brand Management, American Greetings “I want to say again a heartfelt THANK YOU from the whole team here at Cossette. Your insight, construct and evaluation was great! Plus, on a personal note, I really appreciate your follow up and emails beyond the assignment. Let’s do it again! You both have some true magic and we want to bottle it, or at the very least, tap into the source in the near future.” --SVP, Client Services & innovation, Cossette |
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