When you think of the creative agency in Dallas challenger brands turn to, there’s really only one that speaks their language. Only one creative agency in Dallas that’s been fighting exclusively for the underdog for more than two decades. It’s the one creative agency that’s won nearly 100 awards for creativity, been included on TBS’s “World’s Funniest Commercials,” had one of its spots spoofed on Saturday Night Live, won Best In Show at the national awards show for small agencies, won the award for National Sports Marketing Promotion Of the Year and earned one of our clients tens of millions of dollars in free media coverage by making Dallas Cowboys owner Jerry Jones breakdance and rap. LOOMIS is the creative agency Dallas goes to for challenger branding. For marketing. For smart, strategic, insightful ideas. For campaigns that disrupt and for creative that works hard. Creativity in the service of capitalism. That’s what we do here at the creative agency Dallas and the rest of the world calls The LOOMIS Agency.
CREATIVITY STARTS WITH INSIGHT
There’s nothing creative about work that doesn’t sell. The best advertising in the world moves people. It can entertain them, inform them, inspire them, and leave them emotionally different than moments before. BUT, great work also moves the consumer to buy something in the end. That something could be a ticket, a meal, an item, or even a concept or movement. But if the work is purely entertaining, it’s not really advertising. And if it’s advertising that fails to sell, well, that’s just bad advertising.
Howard Luck Gossage, a writer and the father of San Francisco advertising once noted, “people read what interests them. Sometimes, it’s an ad.” As a creative agency Dallas and the rest of the country looks to for engaging work, our job is always to do work that’s interesting. To disrupt. To stand out. In a world that’s fractured by hundreds of TV channels, thousands of magazines, and a virtually endless number of digital and social sites to navigate, that is harder than it’s ever been. And yet, the origin point, remains the same. For any creative agency in Dallas or elsewhere, every great piece of advertising creative begins with a smart, engaging consumer insight. Whether we’re talking about media, strategy, or creative, insights are the catalyst for our best and most effective thinking. Without them, even the best creative agency in Dallas is guessing and hoping, plain and simple.
THE POWER OF INSIGHT
By one definition – the one that just happens to be our favorite – “a marketing insight is the discovery of a relevant, actionable, and previously unrealized reality about a target market as the result of deep subjective data analysis.” There’s a lot to unpack there, but each piece of the definition is crucial to discovering creative solutions that work – especially when we’re talking about challenger brands.
DISCOVERY
“A marketing insight is the discovery of a relevant, actionable, and previously unrealized reality about a target market as the result of deep subjective data analysis.”
There’s very little that’s easy about the concept of “discovery.” It inherently requires hard work, diligence, patience, and an unrelenting drive to find a meaningful truth. Quite frankly, “discovery” takes the tenacity of an underdog. Challenger brands never give up and neither do we when we’re searching for consumer truths we can leverage to connect with our customers. The key to being a creative agency Dallas local, regional and national companies turn to for great work starts here.
RELEVANT
“A marketing insight is the discovery of a relevant, actionable, and previously unrealized reality about a target market as the result of deep subjective data analysis.”
For any brand and its potential pool of customers, there is no shortage of peripheral information that can be gleaned during discovery. To be useful, the insight has to be relevant to our consumers. One of the great advantages LOOMIS brings as the country’s leading challenger brand advertising agency is identifying the most relevant, focused information possible in relation to the specific battles underdogs have to fight. Challenger brands don’t have the luxury of guessing.
ACTIONABLE
“A marketing insight is the discovery of a relevant, actionable, and previously unrealized reality about a target market as the result of deep subjective data analysis.”
Any valuable insight has to be something we can do something about. If we can’t make it real for the consumer, it doesn’t help. Most any creative agency in Dallas or the rest of the country understands the concept of finding an actionable insight. But where LOOMIS adds value is in finding ways to activate our already limited challenger consumer base, moving them to action, and getting them to buy.
UNREALIZED REALITY
“A marketing insight is the discovery of a relevant, actionable, and previously unrealized reality about a target market as the result of deep subjective data analysis.”
Great insights have the most juice when they leverage something that hasn’t been leveraged before. In advertising and marketing and for brands that have been around for decades, that can be really hard to do. One of the basic tenets we embrace as both a creative agency in Dallas and a challenger brand agency is the idea of “intelligent naivety” – in essence, looking at a brand in a way like we’ve never seen it before. We look at the brand the way a five-year-old would and ask every basic question they would. Finding unrealized realities about consumers requires intelligent naivety. And a lot of hard work.
DEEP
“A marketing insight is the discovery of a relevant, actionable, and previously unrealized reality about a target market as the result of deep subjective data analysis.”
By definition, challenger brands outthink and outwork their competition because they can’t outspend them. For underdogs, finding meaningful insights requires us to go deep. But hard work is just half of the depth we offer our clients. The other half is what LOOMIS offers that no other creative agency in Dallas can, and that’s more than 20 years of experience fighting exclusively for challenger brands. We live in the depths. We know what’s there and that’s how we deliver solutions other agencies don’t.
SUBJECTIVE DATA ANALYSIS
“A marketing insight is the discovery of a relevant, actionable, and previously unrealized reality about a target market as the result of deep subjective data analysis.”
Finding insights requires both the time and knowledge to study real data until you discover the gems hidden in the morass of information. There is certainly a role for intuition in this process, but if that’s all we’re doing, that’s guessing. It’s an educated guess, but still a guess. At LOOMIS, we are blessed to have a team full of lifelong learners who know their craft, but who also never stop pushing to learn and experience everything new they can. Our culture is built on the concept of constant learning. The beauty of that dedication is that every time anyone on our team looks at data, they bring to it a fresh set of eyes different from the ones that viewed that same information before. Insights are like a static pond that requires moving water to stay alive. At LOOMIS, we never stop moving.
THE CREATIVE SPARK
It would be both arrogant and naïve to suggest we are the only creative agency Dallas has to offer. We are one creative agency in Dallas among many. But at LOOMIS, we are the only agency that exclusively views creativity through a challenger brand lens and that does make the work we do unique. Not everyone loves being in the middle of the dogfight. But we do. It’s all we do.
There are some who will suggest it’s hard for work that works hard to be creative. We don’t buy that. As we stated earlier, there’s nothing creative about work that doesn’t sell. And for more than 20 years, we’ve proven that great work can both entertain and drive sales. We started as the creative agency Dallas looked to for brand music and strong retail branding. But we’ve evolved into the full-service creative agency Dallas and the rest of the country counts on for smart, insightful, traffic-driving creative work, marketing and advertising strategy, account service, media, digital marketing, and more. We drive profits and we build challenger brands.
It’s rightfully said that creativity is subjective. But great work is not. Fantastic creative work that moves the needle shines like a beacon consumers notice whether they are looking for it or not. Sing “DQ…” to any Texan and most will answer, “that’s what I like about Texas.” Shout, “Hey Mom, check out Toby’s new trick!” and the vision of a yellow lab scooting across the carpet immediately comes to mind. Mention the “Rangers 7” promotion for Papa John’s and the delivery teams at Domino’s and Pizza Hut still break into a sweat. And while hundreds of thousands of banking customers know to “Spend Life Wisely,” their mouths also start watering when they hear Golden Chick’s memorable three note signature. Thanks in part to our creativity, consumers are “smokin’ the good stuff,” “doin’ it once a year whether they like it or not,” and “making a fitness connection” that’s healthy and meaningful.
At The LOOMIS Agency, we are proud to be the creative agency Dallas, regional and national challenger brands trust to build their companies. We’re proud to be the creative agency talent choose to come to for great culture, great leadership, and great opportunity. Above all, LOOMIS is proud the be the creative agency Dallas and the rest of the country trusts to get it right when they’re in a dogfight and they need an agency that knows how to win. That’s why we’re here. It’s what we do. And we’d love the opportunity to jump in hip deep and fight those fights with you.
