About Reason Partners
Reason Partners. Intelligent brand thinking made engaging and spread through art and technology.
- Introduction
- The benefits of doing business with Reason Partners
- A unique ‘cell’ structure
- Purpose based planning
- Creative. Is your brand inspiring enough to provoke widespread conversation?
- The keys to efficiency and effectiveness
- Capabilities
- Admittedly, we’re not for everyone
- About this site
“When CEOs doubt the importance of technology in the economy, I pull out a home grown aphorism: Technology is changing your customer, and your customer will change your company. In other words, whether you like it or not, demand will ultimately morph supply.” – George F. Colony, CEO, Forrester Research
“We have gone from scarcity of media to scarcity of attention – which cannot be bought but earned. Therefore, the days of developing expensive brand monologues behind closed walls and launching them fully formed on the world in the hope someone will pay attention are over.” – Mel Exon
Reason Partners was conceived of as being more than a name. To us, it’s a critical question challenging conventional agency thinking in everything from organizational structure, process, planning, ideas, media and production – to how we and our clients approach their business goals. Applying reason by its very nature is disruptive to conventional thinking. It’s a creative act and catalyst resulting in a unique and differentiating strategic vision, a new brand belief and way of communicating.
The benefits of doing business with Reason Partners.
- Structured for a disrupted media and marketing environment around actionable insights, integration, speed and efficiency.
- A convergent, branding agency that’s eliminated the line between digital and traditional communications.
- A purpose based planning process that ensures measurement based on business goals and diagnostic tools that enable continuous performance-based adjustment and refinement.
- Brand experience across all major categories, as well as advocacy and philanthropy.
- Expertise in positioning and launching new brands and restoring troubled brands to their rightful place.
Jay Chiat once famously wondered, “How big can we get before we get bad?” Old silo based agency organizational structures (that surprisingly, even many newer digital agencies have adopted) are largely non-collaborative, slow, wasteful, costly and as such are failing.
Our alternative is an unencumbered and nimble cell structure, combined with equity-based, strategic partnerships in specialized disciplines and technology based companies.
The cell structure combines three of our most experienced thinkers in strategic planning, creative and technology as the core cell and collaborator with our clients. Through this, a seamless integration from insight to idea to execution is baked-in from the start, generating more contagious, trans-media ideas, faster and less expensively. The cell then interacts with a flat line of in-house producers and equity based joint partnerships to produce the work. As Reason Partners grows, the cell reproduces itself. Simple.
The proliferation of media has caused confusion, if not inertia for those charged with directing brand communications. Purpose based planning uses consumer, cultural and business insights to deliver against business goals and maps the most effective and efficient communications path between brand and consumer.
Purpose based planning is founded on the understanding that there is no old or new media. Everything between a brand and its audience is media. There is only the right place(s) to engage with the right audience.
But what is it that inspires conversation and engagement? A good part of our process is to establish the brand’s passion points – sponsored topics, or objects of conversation that are both relevant and meaningful to the brand and its audience.
All planning begins with measurable business objectives. All activities/media have measurable contribution goals. And the plan is continuously adjusted and optimized based on contribution effectiveness.
Creative. Is your brand inspiring enough to provoke widespread conversation?
Everything should be an ongoing dialogue between a brand and its audience. Everything is interactive. Even traditional, one-way media ideas should inspire and sponsor conversation. It’s something we’ve always practiced. And to that end, ideas must be applied that are designed to become ingrained in the cultural fabric, if not burn a hole through it. Cutting edge and persuasive ideas that spark conversations spreading beyond the boundaries of traditional campaigns and media flights.
The keys to efficiency and effectiveness.
- Cell structure: Integration at the point of planning. Lower overhead focused on strategic, trans-media brand ideas.
- Purpose based planning: Generates insights and maps the most effective and efficient communications path between brand and consumer, regardless of media.
- Ideas that not only generate conversation, but generate sales.
- Production disruption: Latest technology, lowered costs, content that can be repurposed and is reusable. Strategic, equity based partnerships with like-minded companies.
- Expertise in positioning and launching new brands and restoring troubled brands to their rightful place.
- Seamless digital and traditional communications strategic planning, management, creative and execution.
- Social media planning, infrastructure design, management and execution.
- Digital and traditional design, including brand naming, identity and packaging.
- A pioneering approach in the new and important practice of music branding.
Admittedly, we’re not for everyone.
We realize we’re not for everyone. Some may prefer and have the time and money to manage separate agencies and suppliers, with separate disciplines and agendas. Or, for that matter, large agencies with silos, separate p&l’s and layers of top-heavy management to duct tape it all together. If that works for you, fantastic. If it doesn’t, then why not contact us? We’ll be pleased to give you our opinion on anything at all – solving a business problem, creating a new opportunity, a social media test project, whatever – free of charge.
This site is meant to be a resource for smart, innovative companies. It’s also a way for you to get to know us, our approach and how we think. We believe if you like the way we think, you’ll more likely want to do business with us.
Audience engagement is founded on the building blocks of relevance, utility and entertainment. Which is why this site is designed to provoke conversation and to provide a continuing resource for current and potential clients, as well as interested members of our industry.
Afterall, when it comes to engagement and especially social media, you have to walk the walk.
We’ve included a feed on what we’re reading and through our blogs, articles and twitter feeds we’ll be offering regular insights and points of view on a wide range of relevant subjects. We’ll also report on upcoming and significant additions as we evolve. And evolve we will.
These are exciting times. Why not join us in changing with them?
Want to know us more? Suggested Blog Posts:
Social Media: Why the smarter agencies will take the lead and keep it.
Are Canadian businesses asleep when it comes to online marketing?
Strategy Magazine’s “5 Canadian Creative Game-Changers” features our work.
