Salience

How readily the brand comes to mind when the need arrives. Not fame in general; presence at the moment of choice.

Salience is memory's answer to a situation: need a film made, and which names surface unbidden? Brands are chosen from the set that comes to mind, and absence from that set loses silently, no rejection, no feedback, just never considered. Fame in the abstract is worthless if the category moment does not summon you.

It is built by linking the brand to the situations of need, category entry points, in memory: the messages, images and stories that rehearse when you would call us. This is why we show the work in context rather than in trophies; the audience should file the studio under the moment they will one day be in.