Television and radio represent a large portion of the Primm marketing arsenal. Having started in the days before the advent of independent broadcast production studios, we have always been hands-on, providing concept, writing, talent, direction and editing. From a client point of view, this translates to control – control of the message, the quality, the budget, and the marketing continuity.
Continuity is a critical element of Primm TV and radio campaigns. We find a properly thought-out body of work will often have a shelf life of two years or more, building recognition and effectiveness over time. We’ve actually had commercials last five years. And we’ve had campaigns that have run, thematically unchanged, for twenty years. We link the client’s brand with enduring values and we continually reinforce it, creating new messages as necessary, but remaining constant to the central theme.
We start with the position that the client’s business is interesting and valuable to people. Our mission is then, in thirty or sixty seconds, to capsule those benefits in a strong statement that is meaningful to the target market and stands out in a crowded marketplace.