After nearly a decade as GTK, our fearless leader Rachel Weingarten and our executive team realized that we were ready for a change. While other brands fell by the wayside, we fine tuned our craft and methodology to become a lean, mean marketing and promotions machine. We pioneered tactics. We implemented the latest innovations. We embraced the good, discarded the overblown and became the go-to agency for nearly every studio, cosmetic company, consumer packaged goods corporation, publishing house and countless public figures including celebrities and politicians.
And it was good.
But we noticed a disturbing trend. As we aimed for better, so many companies felt comfortable offering less or at best- ordinary. Every Tom, Dick & Harry proclaimed themselves marketers simply because they knew how to set up a Twitter account or send out an e-mail blast. It was time for a change. It was time to differentiate ourselves from those who called themselves marketers, without any basis, background or track record. We were ready for our brand evolution.
We asked our clients and partner agencies to let us know what they thought our best features were. And we listened when they told us the things they thought we could be doing better.
Here’s what we excel at: We listen. We never offer the ordinary. We ask the questions that start conversations. We’re always excited and ever evolving. And we’re always committed to our customers. Some might call that last part old-fashioned, we know it’s what keeps clients coming back year after year.
And it was better.
We settled on Interrobang for our new/old/classic/modern identity.
In the early ’60s, during the dawn of the modern advertising and marketing industry, there was still excitement in creating new ways of expressing yourself visually. Typesetters created the Interrobang, a fun and innovative combination of a question mark and an exclamation point. Instead of ending a sentence with either an exclamation point or a question mark, you could combine the two to ramp up your excitement and need to know. What’s that new perfume? A simple question. Have you tasted that new candy bar! An unfinished but exciting thought. Combine the feeling of the latter with the inquisitive nature of the former and you have an open-ended question expressing enthusiasm borne of the hunger to know more.
For the purpose of our logo though, we’ve started our brand with a splash. With a question. With an exclamation and thirst to know more. We’re turning things around. The ethos behind our brand is that we start conversations. We get people excited about your brand. They talk. They ask questions. They raise the excitement level to near fever pitch before making your launch or product their own.
We’re a modern marketing and promotions agency with classic sensibilities. We’re not embarrassed to be excited about what we do.
Watch this space for new and exciting announcements in the coming months.
And it’s going to be great.