Welcome to the first edition of “Own It,” where key leaders at ON Advertising share their thoughts on important topics. Today, Matt Owens, one of the agency’s leaders, discusses one of ON’s guiding principles; We’re Matchmakers, Not Manipulators.
In the world of advertising, it’s easy to fall into the trap of seeing consumers as mere targets and clients as the only beneficiaries. However, at ON Advertising, we’ve adopted a different approach – one that transforms the traditional advertising model into a more ethical and sustainable practice. We believe in being matchmakers, not manipulators. This principle is rooted in what I call the “quadruple win” – a concept that ensures our work benefits all parties involved.
The Quadruple Win Explained
As matchmakers, when we practice our craft properly, we’re not trying to get people to do things that aren’t in their best interest. Instead, we aim for a win-win-win-win situation. Let’s break down each component of this quadruple win:
- Client Win: Naturally, our clients need to gain more customers. This is the primary reason they come to us, and it’s our job to help them achieve this goal. However, we believe that this shouldn’t come at the expense of ethics or long-term sustainability.
- Customer Win: The new customers our clients gain should genuinely benefit from their products or services. We’re not in the business of creating false needs or misleading consumers. Instead, we aim to connect people with products and services that will truly add value to their lives.
- Agency Win: For us to continue our work and maintain our high standards, the outcome should be positive for ON Advertising as well. This includes not just financial success, but also maintaining our reputation, integrity, and the satisfaction of our team members.
- Community Win: Perhaps the most overlooked aspect in traditional advertising, we always keep an eye on how our work impacts the broader community. We believe that advertising has the power to shape culture and society, and we take this responsibility seriously.
Moving Beyond Manipulation
I often hear people say that advertising is manipulative. What bothers me about this perception is the implication of evil intent or darkness. Manipulation sets up winners and losers, and that’s not what we’re about.
When you manipulate someone or something, you’re creating an imbalance – a situation where one party benefits at the expense of another. This approach might yield short-term gains, but it’s unsustainable and frankly, unethical.
Our goal as matchmakers is to have a pure heart and do good in this business. We strive to ensure that everybody wins at every step of the way. This approach allows us to create meaningful connections between brands and consumers without resorting to deceptive practices.
The Power of Ethical Advertising
By focusing on being matchmakers rather than manipulators, we can maintain our integrity while still achieving great results for our clients and the community at large. This approach has several benefits:
- Building Trust: When consumers realize that an advertisement is genuinely trying to help them rather than exploit them, they’re more likely to trust the brand.
- Long-Term Relationships: Both with clients and consumers, our approach fosters long-term relationships built on mutual benefit and respect.
- Positive Impact: By considering the community in our work, we can contribute to positive social change and development.
- Employee Satisfaction: Our team members can take pride in their work, knowing that they’re contributing to something positive.
- Sustainable Growth: For our clients and ourselves, this approach leads to more sustainable growth as it’s based on real value creation rather than short-term tactics.
ON Advertising is the largest Minority-Owned Advertising Agency in the Southwest
In conclusion, at ON Advertising, we believe that the future of advertising lies not in manipulation, but in being matchmakers. By adhering to the principle of the quadruple win, we’re not just creating advertisements – we’re fostering connections, building trust, and contributing to a more ethical business landscape.
As we move forward in this rapidly changing industry, we remain committed to this principle. We invite other agencies, brands, and marketers to join us in this approach. Together, we can transform advertising from an often-criticized necessity into a force for positive change in our world.
Contact us today to learn more about our services and how we can help your business grow to the next level. It took hard work, long hours, and determination to do excellent work for our clients.
