Big is an independent agency based in Britomart, Auckland.
The world is defined not by the amount of change we see around us, but by the speed of that change. The digital age is giving the consumer ever-increasing choices as an individual, and ever-more power as a networked individual.
And so it is in marketing. Marketers have quickly-multiplying ways of communicating with their customers and future customers. We have more tools and technology available to us than ever before; digital capability allows us to measure, test and optimise in real time.
In this complex world, clarity of thought and simplicity of message are powerful marketing assets.
The consumer doesn't read the brief or the media plan. No matter the channel through which we choose to communicate, our work is wasted if the person reading it, watching it, listening to it, driving past it, Liking it, Sharing it…isn’t challenged by it, amused by it, educated by it, curious about it, prompted by it.
At Big, it's not just what we do that's important, it's how we do it. The work we produce may have changed over the years (there wasn’t much digital going on when we started in 2003), but we’ve stayed true to our core values of doing the right thing by our clients, putting intelligent creativity at the heart of our work, and being a good company to work at and do business with.
We're not naturally inclined to talk about ourselves, so maybe this unprompted, unedited comment from a senior creative ex-colleague will say a little bit about us:
"There are probably loads of things people don't know about Big but should. The stability, the good clients and the chance to do great work and still go home at night. And the fact that you and Joe have values. That was the biggest one for me."
Despite our name, we have no aspirations to be huge, because we like our senior people to be involved with clients on a day-to-day basis. For us, growth doesn’t just mean getting bigger.