Madness & Method

At IQ we believe in dreaming big, doing the extraordinary. What we do is the magic sum of who we are. We change people with it. We change companies with it. We are a creative company. Everything we do is about ideas; original, game-changing ideas brought to life. We live to make something out of nothing, to create together, to maybe have an idea that changes the world. That’s why we love what we do; that’s why we’re not accountants; that’s why we work at IQ.

It starts with the smartest people we can find; people who have talent, drive and a desire to be part of something great. We look for people who are not just creative in the artistic sense, but creative in the way they think, whether they are in project management or strategy. Then we give them the environment, support and freedom to use that creative intelligence. We have collected people who have a gift for connecting the dots, for adding two plus two and getting five, for finding a way to make rain. As a result we think big. We bring to the table insights and ideas that can truly create extraordinary change.

From digital interactions to advertising, the synergy of the consumer experience has become the personality and proof of the brand. In this consumer centric world a product or service has no value except as seen through the consumer’s eyes. So we start and end with the consumer’s point of view and carefully construct their experience of the brand at every touch point. Two practical approaches we use are Directed Choice and Incremental Engagement; experience interaction strategies that address the complexity of customer touch-points across digital channels.

Consumers today expect interactive experiences to be effortless, intuitive and enjoyable. Give a viewer work to do too soon, or too many choices before they are sufficiently engaged, and you risk losing them before the hook is set. Directed Choice is an experience strategy that directs us to guide, simplify and manage the experience for the viewer until they are motivated to manage it for themselves.

Today we use advertising media to drive people to digital experiences where we can present a complete, personalized value proposition in as little as one session. The trick is to get people to stay with us long enough to hear our story. Incremental engagement is an experience strategy that recognizes that people are not initially willing to make large commitments of time or effort. We therefore break a complex value proposition into small, easy to consume steps. At each step the viewer selects from a limited number of choices with each choice bringing them closer to what is personally relevant.

Digital channels are increasingly at the center of the media landscape today, but traditional media, such as TV, radio, outdoor and print, still play an essential role. The secret is, however, not where we engage the consumer, but how. Our primary mission is, therefore, to understand the psychology of the consumer throughout the sales cycle; from prospect to advocate, from ignorance to understanding. Within that understanding lie the magic insights, which become the platform for game-changing campaigns.