Back in the 50’s, legendary Herman Miller designers Charles and Ray Eames (above) designed the furniture that would ultimately be found in every post-war home across America.
Their philosophy was to create (my clarifications in brackets, below):
The Best (furniture) for the Most (people) for the Least (cost)
This was indeed an honourable philosophy however one that was built on Industrial Age Economics – relying on mass production, massive scale and mass broadcast (one way) advertising to an attentive and post-war rebuilding society flush with cash and optimism.
Today, we are making the transition into a new Connection Economy. One-way broadcast advertising has been replaced with two way, permission marketed, social media conversations and the web has allowed us to find and form tribes with people across the globe who are just as weird as us in one interest or three.
In short, massive scale and mass production are giving way to massive fragmentation and niche of niche customisation.
The old Industrial Age rules are now broken.
There is now a closing arbitrage window for those who are brave enough to be the first to take the leap into the Connection Economy – before their Industrial Age niche gets disrupted by Connection Economy innovators (see Uber, AirBnB and Xero). Every Industrial Age niche is fair game for disruption, if not already.
Our philosophy at Intentional is to provide:
The Best (services) for the Least (brands) for the Most (value)
The Connection Economy means we deliberately don’t try to build relationships with everybody. Instead, we only build relationships with those we connect with – the vital few. The few who are believers. The few who are the disruptors. The few who are prepared to take the leap into the Connection Economy. The few who are prepared to fail. The few who are the artists.
Our side of the bargain is that, we too must also be artists – pushing forward the art of marketing online with the PPC canvasses we are given.
In order to do this we don’t do everything. We concentrate on the vital few things that we do well.
Our Vital Few is Adwords Search, Adwords Display, Facebook Ads and Bing Ads.
In essence all we do is Pay Per Click Advertising.
We’re not a ‘full service’ agency. No web dev. No SEO. No Google Analytics. No Tag Management.
We say no to many things so we can say yes and gain mastery in the vital few things that we do well and therefore deliver maximum value to our clients.
That said, over the years we have built several trusted industry partnerships with other specialist agencies, so we can tactically assemble a team with complementary services where and when necessary.
In short, we are a specialist, high service Pay Per Click Advertising agency (and Google Certified Partner) based in Melbourne, Australia.
About the Director
“Adam was instrumental in helping Canon launch a World First product in Australia creating strong adoption and ongoing momentum. – KC Lu, Senior Marketing Manager, Canon”
Adam Sugihto is the founder of Intentional and is fortunate to count Perry Marshall (who wrote the book on Adwords, literally) as a personal mentor and has been part of his Digital Advertising Mastermind Group based in Chicago for several years.
Since 2007, Adam and the Intentional Team have driven online advertising for companies in global markets such as Prague, Paris, Tokyo, London, Shanghai, Bangkok, New York and LA; as well as working in the Australian domestic market with brands such as Canon, Wesfarmers, Officeworks, Target, Thankyou Group, Brotherhood of St Laurence & Engineers Without Borders, among others.
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