The Idea Behind The Hive
We believe that advertising is going through a significant change. Technology has meant that the people ‘formally known as the audience’ will consume marketing communication in a different way. The tradition in our industry has been to broadcast and publish messaging for an audience to graze as they consume their chosen media. This active/passive relationship has been turned on its head.
Our approach is based on one truth. Now, and increasingly in the future, audiences will chose the messaging they consume and will dictate if, and how, they interact with brands. Therefore brands, in their communication, must give their audiences more for their time and attention. This may be in the form of entertainment, involvement with the brand or just really attractive offers.
So, if we believe this to be true, we need to build an agency structure that can facilitate this level of idea creation; a higher standard of creative; strong links to the arts community; the ability to be media neutral in our solutions (not just ads); connection to the wider commercial environment. The Hive strives to create ideas that are not about interrupting and grabbing attention but are about engaging and influencing the wider culture.
We have a core advertising operation. Built around this is a network of independent companies and artists that we work with (and share office space with) that allow us to be completely objective in our approach to our clients’ marketing challenges and deliver a higher standard of work. So, for example, The Hive’s building is home to an artist, a record label, a digital creative agency, a strategic planning consultancy and an advertising & design agency. We have run art exhibitions, created music singles, created web events, national road shows, street promotions and thrown parties. And importantly, we’ve created some of the most impactful and effective advertising campaigns of recent years.
Who likes us….
We find that our approach suits clients that are somewhat frustrated with the diminishing returns of more traditional advertising strategies. Clients who see their audiences fragmenting or avoiding communications. Clients who seek a dialogue with their customers. Clients who want to lead the thinking in their categories. Clients whos budgets are smaller than competitors and want to make an exponential impact.
How we work
Many of our clients start with us on a project basis. It’s a good way to ‘try before you buy’. We also work on retainer with many of our clients.