FEEDBACK

Time travel. Back in the mid 2000s, the ultra-orthodox advertising market was controlled by a few giant agencies. And the Internet? Nobody heard of it in Bnei Brak. Across the road in Givat Shmuel, the national religious sector did not receive any targeted advertising, “Send the ultra-orthodox ads to them too” was the concept. Then Feedback opened its doors and quickly became one of the ten largest advertising agencies focusing on both the ultra-orthodox and national religious sectors, with 360° departments and exceptional service.

But the cobbler’s kids went barefoot. While the firm’s team developed an identity and echoed differentiation and advantages for each customer, the Feedback brand itself received no identity or value other than its name.

Internal research highlighted an insight: Feedback specializes in finding brands with significant potential that have not yet operated in a sector and creates value while understanding the brand’s characteristics on the one hand and in-depth recognition of the sector’s needs, language, interests and consumer opportunities on the other. These two parts produce a greater whole than the sum of its parts and improve each other as a dynamic infinity that advances with the developing sector and the changing needs of the brand.

Understand brands, understand sectors.