The Rethink Company is a new-model creative company at the cusp of business consulting and brand building, driven by a simple belief.

1. Does the world really need another advertising agency?

2. Don’t we already have the large networks and their many large
and medium-sized agencies?
And about a million ‘creative’ start-ups, independent agencies
and creative shops?

3. Is there room for improvement? Goes without saying.

4. But, the incremental improvements aside, is there room for
more advertising companies as we have known them?

5. Not really.

6. But consider this.

7. Whether you are 50, 30 or 15, chances are you haven’t watched
television (and advertising?) in a while.
In fact, it is becoming easier to avoid advertising with every
passing day.

8. A ‘first world problem’, do I hear you say?
Not really when you consider the proliferation of smart phones
and tending-to-zero data costs.
The amount of time spent with advertising is under attack.
Everywhere.

9. And that is the minor problem.

10. We have two whole generations of young consumers in
play who have little to do with mass advertising. Who will
watch it if that is the only way to keep the cost of quality
content low.
They also have little trust in most advertising. Unless it is
hyper-relevant – both in terms of the message and the
messenger.

11. Talking about millennials and Gen Z, also consider this.

12. Over the next decade, these two generations will take a lion’s
share of buying decisions. And decide the fortunes of most
categories and the brands in them.
Just like these young consumers have been the driving force
behind the ‘overnight’ success of several companies that did
not even exist 5 years ago.

13. In fact, there has never been a better time to be a young,
unknown brand. Equally, the well-established ones have never
had more cause for concern.
For these young people have little regard for your brand’s
legacy. Or its size.

14. What they do care about, however, are the purpose,
authenticity and dynamism of the people they follow and the
brands they buy.

15. And who they trust is each other.

16. Clearly, what advertising can do for brands to help them thrive
in this new environment needs a rethink.

17. And, equally, what it can’t.

18. Yes, advertising as we know it will continue to help generate
mass awareness, but its role in helping brands stay a step
ahead of consumers, in shaping the way consumers think and
behave or in forging a relationship with consumers is today
under threat.

19. In this dynamic environment, marketers need to rethink how
they define objectives and success for their brands.
And as their partners, we need to rethink the role that
advertising can play in achieving them.

20. And that is hardly all that we need to rethink as advertising
agencies.

21. We need to rethink our superficial, scratch-the-surface
approach to brand strategy.
We need to rethink our time-tested assumptions about
consumers. Just as we need to rethink the one-size-fits-all
approach that many brands still indulge in.
We need to embrace the power of technology and design to
rethink brand experience across touch-points. Because,
positive brand experience creates advocates who are believed
a lot more than paid endorsers.
We need to rethink the same old ploys and platforms from
yesterday for our consumer has lost interest in them already.

22. Equally, we need to rethink rigid agency models that were
designed for a far less dynamic past. Or rigid team structures
that slow them down and, of course, cost clients more.

23. I could go on.

24. Welcome to
T H E R E T H I N K C O M P A N Y .

25. We are not out to change the world.
But, this company is definitely an attempt to do two things –
work with marketers to bring brands back at the center of
everything we do and rethink advertising to help it continue to
hold the influence it had on consumer thinking and behavior.
And while we are at it, as people permanently infatuated with
advertising, rethink some of the ways of this business that irk us.

26. So what are we? And what do we believe?
The Rethink Company is a new-model creative company that lies at the
cusp of business consulting and brand building.
It is our belief that, in this ever-changing world of technology and its impact
on how people live, for brands to be buoyant and constantly in-the-game,
momentum is everything.

27. What is our reason-to-be?
To work with marketers to create challenger brands with momentum (think
Liverpool this season J). We call them Surge Brands.
Surge Brands outperform their categories in terms of:
1. sensed momentum;
2. increase in Share of Heart; and
3. rate of growth.

28. How do we create Surge Brands?
Momentum is mass in motion.
Which means, for a brand to have momentum, it needs to
build mass and generate velocity.
• More so than ever before, ‘mass’ comes from the number of believers/
followers/advocates a brand has, multiplied by the strength of their
belief in the brand’s purpose.
• And what determines a brand’s velocity are the intensity and the
frequency with which the brand ‘travels’ from timeline to timeline. From
mouth to ear.

29. How does that translate to action at Rethink?
1. Working with clients to ensure every action of the brand has the brand’s
inspiring purpose at its heart.
2. Harnessing the emotive power of ‘shareable brand experiences’ –
opportunities for consumers to ‘experience’ the brand’s purpose, across
touchpoints, in ways so delightful and unexpected, that they can’t help but
share them with the world. For us, these ‘shared experiences’ is the new
advertising. Advertising that is trusted. Advertising rethought for the new
world of the consumer.

30. Visit our website for more on what The Rethink Company intends to do – www.therethinkcompany.com.
The website also has links to our ready-for-launch social presence.