Background Sean Kinmont, Creative Director, Philippa Dunning, Creative Services Director and I founded 23red in 2000 and we’re still very much enjoying running the business and serving our clients. We’re independent but subscribe to the Worldwide Partners Inc. network so we can support clients in over 50 countries.PhilosophyWe specialise in making it easier for people to choose your brand and help you win new customers. We’re convinced that getting people to respond directly and actually do something is a more immediate way to get them to engage with and then purchase your brand. Positive attitudinal shifts brought about by investment in long-term image-building are important too, but our focus is on capitalising on your brand equity right now. FocusSo our core strengths lie in what we call ‘brand activation’, creating marketing communications which provoke an immediate reaction and work especially well for customers in ‘buying mode’. We love advertising promotions, competitions, Facebook pages, social and mobile media, and all forms of direct response creativity, especially when online and offline work together. So we’ve chosen to specialise in short term behaviour change, rather than long term attitudinal modification - digital marketing rather than image-building advertising - partnership marketing rather than PR - sponsorship rather than spots. In summary, creative commercial communications which deliver now in preference to later. Our focus is on creating ideas and communications content which produces a direct response from people. When this content relates closely to the overarching advertising campaign which is building your brand equity, it ‘activates’ it for customers, capitalising on your investment in its image.