We are clear about one thing – our ads must sell products, not just win us accolades. As a full-suite advertising agency, Litmus caters to the target market not to the grand jury of an award committee. We understand that brand advertising is not fine art but applied art.
Ads that win awards, are not always ads that sell products. If pretty ads were selling products, companies that win advertising awards, should also be winning sales awards, but that's seldom the case. Fact is good brand advertising campaigns cannot be created or sustained in a vacuum.
Therefore, we don’t make clients throw good money after bad ideas if consumers are unlikely to buy that kind of bromide. If a smart, guerrilla strategy works just as well, we’ll sell that as an idea, and thank you for trusting our judgment. We don’t chase “awareness” and “impressions.” As a brand advertising agency, we’ll pursue sales and revenue and hold ourselves accountable for performance on true metrics that make sense to you.