Our Philosophy

1 to 1

Drake Morton and Associates is a full-service advertising agency that will provide you with a unique approach to marketplace success. We call it one-to-one communication. The idea comes from the Broadway theater where it is well known that the most effective performances occur when an actor plays to one person in the theater. For if he or she acts to everyone, no one gets touched. But by performing to one individual, the entire audience is moved. The same goes for the way we approach advertising. And the way we will approach our relationship with you.

Better Advertising Through Chemistry

Our professional history has taught us that the effectiveness of marketing and advertising is directly proportionate to the soundness of the client/agency relationship. That is why at Drake Morton and Associates, we believe the best environment for successful work is built on a partnership. A relationship between you and us that is built on mutual trust and respect. It’s like a firm handshake that says, “Yes, we’re in this together, shoulder-to-shoulder, and we will prevail because we are a cohesive team with a mutual goal.”

Great Ideas Have No Home

Great ideas do not begin and end within our Creative Department. A great idea can come from anywhere and anyone. That is why we seek ideas from our employees, clients and, especially, consumers. Anything else would result in egocentricity determining the worth of an idea rather than the idea being measured against strategic objectives, marketplace goals and consumer needs and benefits.

The Consumer Is The Boss

Experience and common sense have repeatedly proven that to be truly effective, marketing and advertising must answer a critical question: What is the real benefit of a product or service to the consumer. That is why, at Drake Morton and Associates, we use research tools such as the Benefit Pyramid and a Consumer Buying Model, plus other research techniques to help us define how best to position and market your product or service. Not to do so would be wasting your precious marketing dollars.

You Deserve Great Work

There is no arguing that you deserve the fi nest work possible from us. But the final decision about strategic positioning, media selection, and creative is always yours. So it stands to reason that there will be times when we disagree about what is the right strategic direction, media choice or creative concept. We will then argue our position based on reason. Our goal is not to back you into a corner so you see things our way. But to be certain that the most effective work will enter the marketplace so your brand has the best possible chance for success. In short, as your agency, we owe you honest debate.

It Never Ends

We will never stop trying to make our work for you, better. Even up to the last minute. Because nothing is perfect. So we will noodle and fiddle, pick and poke until the very last second, possible. We do not know any other way to work.

We Are Uninvited Guests

Advertising is like a disruptive intruder who suddenly appears in your life interrupting what you were doing without an “excuse me”, or an apology. That is why we have a responsibility to never demean or offend consumers in any way. Instead, we must treat them with dignity, integrity and respect. In short, we must treat consumers with common decency.

Thank You Again

We appreciate your taking the time to read this.

Drake Morton

President / CEO