Evolution 9 - "Out with the Old..."
In this space I've been writing about the evolution our company has undergone, essentially from BURRIS as "advertising agency" (we haven't been a true ad agency for years), to what we're calling an "idea cooperative," a company that solves marketing problems through ideation and innovation.
During this time we have led a kind of double life; that is, we had several legacy projects and customers, those who were just as likely to ask us to tweak a logo or reformat an ad - TODAY - as they were to require some type of brand reinvigoration.
No more. On Friday, April 22, we were relieved of our working relationship with our last legacy "client," PGA National Resort & Spa in Palm Beach Gardens, FL. The resort has new management, and they wanted to go in a different direction, primarily because they wish to work with resources a little closer to their location in South Florida. It wasn't a surprise - we knew it was coming, just weren't sure when - and as I told our Burrisites, it represents most our ability to commit ourselves now to creating ideas first, then communications.
At some point, I guess, the "evolving" entity looks at itself and no longer recognizes what it was, only what it has become. Most or all of our reminders of BURRIS as an ad agency are gone.
And, so, the evolution from our past is complete.
We no longer seek "clients"; we want customers, brands that want to leverage their potential, or create some potential.
We don't describe ourselves as an "agency" or "full service" or any of those other catch-alls for creative resources; we're a group of "ideators" on a mission to innovate through marketing.
We are not in the business to DO "creative"; we're in the business to BE creative: in our approach, in our methods, in our thinking, in our measuring - we will be "creative" throughout.
As far as I'm concerned, with the passing of PGA National from our roster, we truly get away from "The Burris Agency," and we become - with all our corporate being - BURRIS, the idea company.
What can we dream up for you?
During this time we have led a kind of double life; that is, we had several legacy projects and customers, those who were just as likely to ask us to tweak a logo or reformat an ad - TODAY - as they were to require some type of brand reinvigoration.
No more. On Friday, April 22, we were relieved of our working relationship with our last legacy "client," PGA National Resort & Spa in Palm Beach Gardens, FL. The resort has new management, and they wanted to go in a different direction, primarily because they wish to work with resources a little closer to their location in South Florida. It wasn't a surprise - we knew it was coming, just weren't sure when - and as I told our Burrisites, it represents most our ability to commit ourselves now to creating ideas first, then communications.
At some point, I guess, the "evolving" entity looks at itself and no longer recognizes what it was, only what it has become. Most or all of our reminders of BURRIS as an ad agency are gone.
And, so, the evolution from our past is complete.
We no longer seek "clients"; we want customers, brands that want to leverage their potential, or create some potential.
We don't describe ourselves as an "agency" or "full service" or any of those other catch-alls for creative resources; we're a group of "ideators" on a mission to innovate through marketing.
We are not in the business to DO "creative"; we're in the business to BE creative: in our approach, in our methods, in our thinking, in our measuring - we will be "creative" throughout.
As far as I'm concerned, with the passing of PGA National from our roster, we truly get away from "The Burris Agency," and we become - with all our corporate being - BURRIS, the idea company.
What can we dream up for you?
posted by Mark Burris - BURRIS at 4/24/2005 09:49:00 AM
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