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philosophy

At the end of the day as consciousness fades into sleep, the brain begins a filtering process, separating the essential information from the non-essential information.

All the trivial details from the previous day are sent to the recycle bin, and then permanently deleted. Thousands of tiny facts like, what color the street light was when you made your last turn home, how many messages were on your answering machine, or how long it took you to shower, (assuming of course that you did shower.)

Included in this group of trivial facts are most of the advertising you were exposed to throughout the day. There were millions of dollars spent on this day to get your attention, and most of those messages end up as psychobabble.

There are, however, three ways to insure an advertising message is not lost in R.E.M.
• First: the mind will not forget a message that causes an emotional reaction.
• Second: the mind will remember anything that stood out as unusual.
• Third: if the message provokes any kind of conversation, that conversation will be archived for future reference.

Cynergy creative takes your Unique Selling Proposition, and marries it with one of those three requirements for better branding, and increased direct response campaigns.

Effective creative gets your message across with less frequency. This message, safely retained in the minds of your target audience, can be built upon in the next campaign. As your brand equity snowballs, you spend fewer advertising dollars, subsidizing the difference with the retention you already paid for. You save money while your top of mind awareness goes up. And so does your market share, and market share equals sales.

That’s Advertising With Cynergy