The future is creativity
True creative craft comes to life at E+I. Experience our care for creativity as it is embedded in excellence. Feel our edgy creative wisdom and embrace the timeless knowledge that powerfully gives rise to your campaign.
But what is the meaning of creative?
Paul Middleton Snr. – a renowned South African creative (copywriter by trade) and the founder of our agency – articulated three keys for good advertising when he said:
Good Advertising is a blend of many things – Form and Function; Science and Showmanship; Impact and Restraint – each playing its part in the whole to Maximum Efficiency.
Form and Function
Advertising Is the function and communication is the form. To secure this balance, the success of the function is totally dependent on the skill and the showmanship of the form.
Science and Showmanship
Showmanship is impossible without skill, science and sweat and the true showman makes his science look easy.
Impact and Restraint
The target is identified and in striking the balance between impact and restraint, the blade is selected and thrown with just the right weight and strength.
Our value creative pathway
Paul Middleton Snr was also known to emphasise the importance of having a balanced outlook in our craft of creativity. Today our team of creative specialists brings an unbridled passion for original design and delivery beyond the brief.
Your brand experience becomes our creative brief as we live your brand. Our mindful focus spans all creative touchpoints, from insights that echo concepts to commercial returns on investment.
E+I is a full service advertising agency including a full service planning media buying capability. That’s creative value too. As it is not only creative design and creative writing that meet but media that joins the mix in the spirit of innovation.
Our expertise are described in the “double diamond” diagram. Projects commence with sourcing of information, development of insights and the building of a selection of possibilities for creative messaging (Ideate). These possibilities are considered and honed by our creative team (Create) which lead to the final advertising/marketing product, which is then transmitted to market by way of agreed channels (Deliver).
This process is thorough and creates a top quality creative product.
We are advocates of business results.
Our creative services cover design, copywriting and DTP for branding, packaging, advertising and communication elements that include:
• Logos and corporate stationary and manuals (corporate identity)
• Customer mailers
• Social media content (organic and paid media advertising)
• Outdoor, radio, cinema and television advertisements
• Point of sale materials
• Corporate videos
• Integrated financial reports
• Company manifesto documents and creative campaigns
The magic is in the mix, the mastery and it’s the bottom line that lives longest.
Experience strategic innovation that connects Always On brands and people. Our strategy, media and creative people pack a punch in clarity. We excel at matching business and campaign objectives with your ultimate media and creative for ROI.
Not thinking in channels and tactics but rather using the right channels and tactics – whether social or paid media, activations or traditional print, radio or TV advertising – to create and amplify your brand experience with your market.