Gibson

HI, I'M ED GIBSON. 
I CREATE BRAND AND COMMUNICATIONS STRATEGIES THAT SOLVE PERCEPTUAL CHALLENGES FOR REAL WORLD RESULTS (AS OPPOSED TO FAKE WORLD RESULTS). 

Operating Principles

 

01


INTUITION THROUGH DATA

For data to be useful, it needs to go beyond the rational. Consistently absorbing and interpreting information to the point where the most powerful decisions are not driven by reason alone but by a deeper understanding. 

02


CREATIVITY IN STRATEGY

Proven strategies exist for accomplishing certain goals. However, when other brands have an abundance of resources to execute them on a bigger scale, creativity becomes the most powerful competitive advantage. 

03


MESSAGING MADE PERSONAL

Fragmentation has taken place across nearly every facet of life. Today, if you're trying to reach everybody, you're at greater risk of reaching nobody. Know your audience, take a stance and commit or you may find someone else will. 

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Not all brands need a higher purpose. Not all brands need advertising. But every brand needs clarity. 

 

90% OF AMERICANS ARE INDIFFERENT TO THE BRANDS THEY CHOOSE

 

30% OF online users have an adblocker 

On average, Americans spend 612 minutes each day consuming media. Today’s landscape means brands are not just competing with each other but competing with anyone with an Instagram account. This makes understanding the cultural context just as important as how competitors are communicating. Strategy needs to be both more sophisticated and more human. Good strategy cuts through the clutter to produce clarity. Great strategy creatively solves problems and inspires new possibilities. 

 

 

Clients I've partnered with

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