In Asia today, more and more marketing company CEOs are asking:
How can we make our brand marketing program more strategically focused and competitive?
Why are our strategies so vague? 
Why does the agency seem to have so many juniors working on my business? 
How can the relationship between my team and the agency become more productive? 
How can we get more value from our A&P investment?

These concerns, and many more, can be traced back to the general lack of people in the marketing communications field today with the requisite strategic abilities, experience and expertise to properly manage and build their clients’ brands.

Nexus is designed to overcome this deficit.

It helps make your A&P investment more effective by injecting strong, experienced based, strategic leadership into your brand marketing programs so the efforts of your internal team and external communications partners can become more focused, efficient and competitive.

This program is from the Gravitas Partnership, a group of highly experienced, brand marketing and communications senior professionals with years of practical, hands-on experience at the highest echelons of major global marketing and communications companies operating in the Asia marketplace.

All have lived and worked in the region for over 20 years and have a firm grasp of the intricacies of marketing to Asian consumers.

The team comprises individuals who specialize in creating strategies, tactics and programs that have been successful in building and managing brands through a broad range of disciplines: Branding and brand management Communication strategies and concept development Public relations and corporate communications Direct Mail and Customer Relationship Management Web based communications and
e-commerce.

Filling the Strategy Void

Today's shortage of experienced strategic thinking in the marketing communications industry is the result of economic realities:   agencies downsizing to meet bottom line financial requirements of buy-outs, take-overs and mergers.    Being more expensive, people with the most experience and expertise have been the major casualty of this process.   The relatively few remaining seniors concentrate on the agency's highest spending clients, leaving the business of other clients primarily in the hands of junior and mid-level personnel who, despite their enthusiasm and dedication, are still essentially learning on the job.  

The Nexus role is to fill that void.

Nexus is not designed to replace your external communications partners.    Rather, it is an incremental resource that helps you make the most of the relationships you have in place.   It injects additional intellectual substance to help create the strategic and creative foundations with which everyone can work together and build a competitive marketing program.

Nexus works with marketing companies to help them evaluate and strengthen their existing strategic platforms.   We can help your team analyze agency recommendations, methods, resources and programs.    We can provide your team with advice and alternate opinions, suggest remedies for weak programs and recommend ways to make good agency programs even better.   And, if needed, we can act as mentors to improve your team's skills to more productively collaborate with agency partners.   In effect, we help solidify the connections between your team and your partners for overall better performance.

Creating Value

The theory of Nexus is to provide additional strategic leadership without becoming an additional “layer of expense”. Most clients shift a small portion of their existing funds to Nexus as an investment that creates added effectiveness, and thus value, to their current overall A&P allocation... the principal being: less money spent on a strong direction is more effective than more being spent on a weaker one.

How we operate:

Over the years, we’ve learned it’s best to keep things simple. Our product is practical, experienced based know-how so we have no need to dazzle clients with vague techno-speak, confusing proprietary terms or industry jargon.

We don’t subject clients to excessive charts and graphs that add little other than excess time and expense; confusion, not clarity. Our relationships are based on straight talk, trust and common sense.

Nexus fee structures are flexible. They can be on a project basis, an hourly basis or, what many clients prefer, a retainer so they are able to call us for input at any time.

Who comes to us?

Normally, initial contact is with senior management (CEOs/Company Directors) as they are most often first to have concerns. With their overall view from above, they are quick to realize the importance of strengthening their brand management programs sooner rather than later.
They see the value of investing a small portion of their existing A&P allocation in the strategic guidance Nexus provides to help them get their program on track and in better shape to succeed. Those in retainer relationships appreciate the value of being able, at any time, to rely on us for honest opinions and candid advice; to be a resource to sound out ideas, concerns and thoughts on virtually any brand marketing related issues.

The Strategic Imperative

In light of the increasing onslaught of both domestic and global competition, the lack of top quality, experienced strategic guidance is a pervading concern for many marketing companies. Filling this gap is increasingly crucial to enhancing brand equity, generating growth and increasing share holder value.
The express purpose Nexus is to, with a minimum of disruption to the organization and its relationships, make your branding and marketing efforts stronger with a resource that is thin on the ground in Asia: focused, insightful, high quality, experienced based strategic thinking, problem solving and leadership.