Beliefs and Strategies

• The digital revolution has changed things in a major way and leads us to question our positioning and the agency’s added value.

  What is advertising’s new role in this digital world ?

  How should our agency be involved in the digital revolution ?
Content will always remain more important than the container.
Digital technology has not, for example, changed the nature of the music however it has changed and improved the conditions of access and use.
Nevertheless container and content have become increasingly interdependent. That is the real consequence of the digital revolution on our professions, driving a critical partnership between those who control the content and those who control the container.
The more diversified the medias (Cellular phones -Internet), the more fragmented the audiences and numerous the broadcasters (Blogs - Interactivity), Then the more critical it is to properly monitor a brand, the more useful it is to define a core image for the brand.
That core image will allow the brands to shine, implement long-term projects, to be used as reference points in order to avoid dispersion and dilution of the brand.
The digital revolution will force the advertising industry to return to its founding principle :

That’s AubertStorchAssociatesPartner’s know how

• This core brand image is :
  - A long-term brand building strategy,
  - A key positioning,
  - A strong creative idea adaptable in time and space,
  - Attributable audio, visual and conceptual codes.
• In this digital age, the agency’s real added value lies in this capability for creative core branding