You regularly join forces to develop creative campaigns. So, how would you describe the vision behind your collaboration?
Phil: “We can make people’s lives better, more fun and more interesting, together with brands. So why don’t we? 90% of advertising is useless and pollutes our minds, society and environment. So many brands are still advertising the same way they did 30 years ago. Together with Engaged, we challenge this every single day.”
Wim: “For both Friendship and Engaged, advertising is more than just sales. If you want the attention of your customer, you have to earn it. It’s about interacting and empathizing with them. That is often underestimated. It‘s not about coming up with something that is cool and fun, but that does not trigger your audience. By seeing yourself as the recipient of what you are going to create, you’ll succeed.
We can create fantastic campaigns within our own expertise. But it’s only by uniting online and offline that we can tell a bigger story, one that doesn't feel fragmented. It is one story with a common denominator. As agencies, we are working towards a common goal and don’t think of each other as competitors. On top of that, we are already physically one - by sharing an office- and all of that makes it a lot easier for clients.”