We follow a disciplined approach and process that forms the bedrock from which ideas springboard.

There are 4 Stages: Discovery, Strategy, Creative Development and Deployment. At each stage, we examine and analyze the brand and its environment from all angles, leading to effective solutions that disrupt the status quo.

Stage 1

Discovery

The first stage of Discovery scans the brand landscape, to understand the consumer, the brand and its products, the competition and the marketplace. Formal and Informal research may be commissioned to ascertain answers to a plethora of questions, as well as set the direction going forward.

Stage 2

Strategy

With a firm grasp of the market and the consumer, the stage is now set to draw up the challenges, issues and opportunities before the brand. A SWOT analysis followed by a process of Insight Mining enables the development of a sound strategy that includes distilling the Brand Positioning, Brand Personality & Values and Brand Essence. All of this forms a valuable input for the next stage of Creative Development.

Stage 3

Creative Development

The stage is now fertile to get the creative juices flowing with ideas. Every idea is tossed around, shaken and beaten to test if it holds promise, after which creative development begins. This is an intensive process that explores how the idea can express itself across the 360 spectrum of consumer touch points, with fresh, cutting edge creative.

Stage 4

Deployment

The creative idea and message must now be taken to the consumer in the most effective manner. Based on the media objectives laid down, a comprehensive demographic and psychographic profiling is undertaken to develop an integrated media strategy and plan, which is then taken to the negotiating table where media is bought and finalized. We are now ready to deploy the creative produced in media.

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AED is an advertising and communications agency. Started in 1999 under the avatar of Sunshine Communication, we've grown steadily, building many a brand on the way.

Our Philosophy of partnering brands in the real sense of the term is what makes us different. Over the years, we have built credentials for both, the creative product and media. Read More

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