Most of us work with the strategic methods and processes that were developed when we could reach our intended audiences in a few paid mass media channels. In a social first world, marketing needs to be more interesting and memorable for the audiences, which means that we need to look at our methods from a new angle. Together with your strategists, we help to evolve your current strategic framework to become more earned and culturally relevant. This will also affect the processes you have from first brief to execution.

Not one agency or in-house team is the same. Yet, agencies are mostly judged from the people working there and in-house teams are measured by the magnitude of the brand. We help leadership define what makes them a unique place - and which messages and work that would help underline this position. When done right, it is as if entering the upside down world of Stranger Things, but, eh, happier and more positive. We even go so far, that we help existing teams plan and execute award worthy lighthouse campaigns that will lead the way forward.

For key new business assignments, we can be contracted to help out with the earned narrative and storytelling. Together with the strategists, we phrase the challenges, cultural tensions and approach in a meaningful and captivating way, while then helping the creative leader of the pitch to seamlessly continue the story into earned and engaging creative ideas and solutions. When lots of new business projects end up looking the same, this storytelling based approach adds another dimension.

Finding the earned identity in ideas, campaigns and brands, requires a structure to support it. Too often the PR agencies in network companies are looked at as an output - a way to magnify the effect of a campaign, when earned in fact should be an input. We can help network companies to better utilize their earned competence, which would help not only the PR agency but the whole network to become an even better partner to your key clients. Earned creativity is a science but the areas of application is much wider than the world has realized.

Behind Earned Identity is Mattias and Stefan Ronge. We built our own earned creative agency Deportivo, and by unique branding and relevant lighthouse campaigns, we became the Adage Small Agency of the year after only four years, with less than 20 employees. Edelman acquired our agency and we discovered the true power of earned creativity for global brands. We developed a new earned creative method that was rolled out globally and we helped Edelman EMEA grow with 30% during a 3 year period when other agencies were struggling.
10 years after we joined, Edelman was named nr 2 of all independent creative networks in Cannes, winning a Titanium and three gold lions with work we led out of EMEA.