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FAQs
You'll find the most crucial verification directly within our case studies, which rely on results independently tracked and validated by our clients' first-party performance data and owned measurement systems, ensuring alignment with their bottom-line reality. We cite third-party validation (e.g., Effie Awards, industry publications, research partners, etc.) that verifies the market effectiveness and impact of our integrated campaigns.
We focus on quantifiable, verifiable business and marketing performance metrics that drive business: ROI, sales and revenue impact, market share growth, engagement success, conversions, media performance, media mix modeling and brand equity measures.
Our Good Wins strategic approach is a proprietary, three-step strategic framework applied consistently across all client work to ensure measurable impact and ROI.
Step 1 — Spot The Bad: Identify the emotional, behavioral, or cultural Enemy (friction point) the brand and audience must unite against.
Step 2 — Supercharge The Good: Amplify the brand's authentic, untapped Good (strengths, potential) and connect it through a disruptive Insight to eliminate the Enemy.
Step 3 — Score The Wins: Activate, measure, and optimize for both business and strategic metrics (e.g., Enemy Belief Shift, Brand Connection, Revenue Impact) to prove the Good delivers.
We excel in regulated categories like healthcare and finance by integrating strict compliance into our creative process:
Clinical Accuracy: We work closely with experts, as seen when we partnered with Medtronic Patient Services to craft content for AskTheICD.com that was easily digestible but clinically accurate.
Regulatory Success: We've successfully navigated complex launches, including multiple products for Medtronic and the highly regulated relaunch of NoDoz.
Accessible Experiences: Our digital team prioritizes data and design accessibility, adhering to ADA and industry best practices.
Our fiercely independent and employee-owned structure is a core strategic advantage for our agency and culture. We eliminate the myriad middle layers that permeate holding company structures, guaranteeing:
Senior Access: Senior leaders are directly involved in the work, eliminating the distance between strategy and execution.
Agility & Speed: Since we’re all senior leaders, we move quickly as we’ve solved similar marketing challenges for other companies before. That means you’re not paying for junior support to get smart on your business.
Client-First Focus: Our mandate is to maximize both agency and client value, not fulfill shareholder or network obligations, allowing us to be nimble and efficient.
We’re fundamentally different because we position against category and business problems, not just competitors. Our creative work is built to be an electrifying and unignorable experience.
Originality: Our commitment to Originality and challenging convention ensures our work is fresh and immediately signals "this is different" to the client.
Effectiveness: We are consistently recognized by Ad Age and repeatedly win Effie Awards because our ideas compel people to engage and deliver sustainable growth.
Good Wins™: Our philosophy exists because we believe good fights harder. We exist to be a positive marketing force in the world and seek clients who share this belief.
We reject the idea of "purpose-washing" by focusing on the authentic good that already exists building campaigns that produce measurable, verifiable business impact. Our process:
Finds Hidden or Untapped Good: We meticulously search for the inherent, overlooked value only the brand possesses.
Aims at Real Problems: We direct campaigns at real-world friction (The Enemy), turning abstract good into tangible action.
Measures Impact: We score the wins by calculating ROI and tracking qualitative measures like employee sentiment and shifts in public belief.
Our 'Extended Bench' is an agile, carefully curated network of external partners and specialists utilized in alignment with our integrated, in-house capabilities and Good Wins philosophy.
Agility: It eliminates the holding company overhead and forced use of mandated network partners.
Cost Efficiency: We deliver East Coast/West Coast quality at Minnesota prices, ensuring maximum budget efficiency.
Core Strength: We handle rapid, high-efficiency production and editorial, complementing the specialized external partners needed for larger-scale projects.
Our creative process is fundamentally grounded in winning the fight against the enemy by turning business conflict into marketing and sales momentum.
The Enemy (Conflict): We start by meticulously defining the single Enemy (friction/barrier) we must defeat.
The Spark (Strategy): The output is the Good Statement or "Spark" , a singular, visceral creative strategy that articulates how the brand's unique good defeats the Enemy.
Immediate Actions and Impact: The Spark is instantly translated into executable layouts and copy to fulfill multiple channels simultaneously, accelerating the path from idea to market impact.
Our measurement dashboard ensures we track strategic progress beyond short-term performance and ROI metrics.
Strategic Metrics: We actively track if the Enemy is weakening, not just whether sales are rising.
Brand Alignment: We measure if people connect the brand to the solution and increase consideration.
Market Conversation: We track if the market is adopting our new framing and language weakening the enemy.
Full-Funnel & Accountable: Our dashboard tracks metrics across three clear questions: Is the strategy working? Is the market responding? Is it making money?
