Our brains are not.
Our brains are not.
Great creative is great only when it is based on superb strategy.
A lot of advertising and marketing agencies make claim to their own, proprietary strategic process. There's Brand DNA, Brand Lens, The Whole Egg, just to name a few. At Fechtor, we have our own strategic process, too. We call it, “common sense.” Because we believe that once you get past the clever names and window dressing, all good strategic approaches have the same basic steps:
- Determine the client’s goals and how success will be measured.
- Get to know the audience and what makes them tick.
- Learn about the category and competitive environment.
- Then implement, evaluate, refine, and repeat.
We also believe that strategy development is actually a creative pursuit. Yes, it takes research. And yes, it takes knowledge. But it also takes a special insight, a moment of inspiration, a creative twist, and a defining of both the rational and emotional benefits that will really connect with your customer. Sorry, we don’t have a fancy name for it. Let’s just call it Fechtorization. Or not.
Everything is advertising.
We can sum up all of our services in one word: Advertising. At Fechtor, we believe that everything is advertising, and advertising is everything. TV? Advertising. A YouTube video? Advertising. A tweet? A blog? A Facebook post? A landing page? A website? It’s all advertising.
But nobody wants just advertising. They want great advertising. So what is that, exactly? Here's how we define it:
Great advertising starts with a great strategy.
It clearly and uniquely differentiates you from everyone else.
It builds an enduring identity for your product or company, and an enduring relationship with your audience.
It rewards you for interacting with it.
It takes intelligent risks.
It makes you think, feel or act differently than you did before.
Great advertising is worth more than other advertising. It works harder. It sells more. Therefore, it is good for business.
Advertising. It's a beautiful thing, really.
Branding is the only legal way to have an unfair competitive advantage.
“Branding” can be a confusing word. At Fechtor, here’s how we define it. Branding is not the logo. And it’s not the font. And it’s not the color palette. And it’s not the brand mark. Branding is the sum total of your thoughts, feelings, and experiences with a product, service, or organization. So, what are all those other things? At Fechtor, we think of them as “brand signals,” because they’re shortcuts to all those thoughts and feelings we want people to have.
Branding is so important, we give it its own strategy. A strategy that defines its purpose, its values, its positioning, its personality, and its promise. At Fechtor, we’ve created brands from scratch, evolved existing brands, and brought old, tired brands back to life. We’re good at it.
All advertising is interactive, if you do it right.
Digital experts are digital experts. Sometimes, they’re also marketing and advertising experts, or branding experts, or design experts, or conceptual experts, too. But often, they’re not. At Fechtor, we think it’s important to let strategy and concept take the lead — and then create digital solutions that integrate and work within them. That way, everything you do reinforces your brand and connects with your audience in the most relevant ways. And it works.
Just because you can doesn't mean you should.
Whether it’s digital, or print, or outdoor, or indoor, or big, or small, or flat, or dimensional, we love great design. We love it even more when it’s done in the name of advertising. Because that’s when it connects with people in a way that motivates them to act. Great design for the sake of great design is art. Great design for the sake of great advertising gets results.
Fechtor is a full-service branding and advertising agency headquartered in Columbus, Ohio. We’re smart. We work hard. We have really good bios.
And our clients love us.
Stephen Fechtor / Will not be labeled
Steve is the father of Fechtor Advertising. He's also the father of four kids. And a bird. And a whole bunch of award-winning ad campaigns that you’d probably recognize. He's even written some jingles over the years. In fact, he got his first job in advertising by writing a song called "Don't forget my face." Ask him about it some time.
Michelle Snook / Unimpressed by titles
Michelle is the consummate account person. She is the calm in the storm. The unflappable in the wind. A grown up (mostly), who combines her love of insightful strategy with her love of the creative process and her love of working with clients to develop business-building ideas. She also loves her family, but that's a different kind of love. We think.
Dave Rogers / Untitled #6
Dave is an art director and creative director with a great eye. Two of them, actually. And when they’re combined with his strategic ability and conceptual talents, the results are often attention-getting, results-oriented, and memorable. Dave's work has been recognized by many award shows, and Dave is always quick to recognize them right back. Because, you know, he's got that great eye. Two of them, actually.
Mike Sanford / Title schmitle
Mike has been a Designer. And an Art Director. And a Copywriter. And a Creative Director. And a VP Creative Director. But over his 25 years in advertising, you know what he’s never been? Happier than he is at Fechtor. With no actual title. And a handful of brilliant, seasoned, funny, and irreverent coworkers. And a cool bird. And a place just across the street with really good burritos.
Amy Thompson / Shuns titles
Right brain. Left brain. Middle brain. Amy’s got ‘em all. With a strong background in theater and broadcast production, she’s also a writer, project manager, and “keeper-of-the-peace,” managing the collaboration between creative and account teams and outside artists, as well as overseeing budgets and production schedules. We call it the "whole brain" approach.
Walter / Refuses to be pigeonholed
Walter was born (hatched, actually) in Ohio, but his roots are in Costa Rica. He worked briefly for a fly-by-night agency before landing at Fechtor, where he participates in just about everything we do, from strategy development to copywriting to art direction to digital design. He also tweets on behalf of our clients. Walter likes fresh fruit, sunflower seeds, long flights in the park, and Latin music. We’re lucky to have him.
We Take Everything Personally. Especially Our Clients.
We are tremendously proud of the relationships we have with our clients and the difference we make in their businesses and their lives. Our client relationships are long ones, measured not in month-long projects, but in years. The reason is simple. We choose our clients well.