Cooch Creative has decided to celebrate its sixteenth year by doing less, so it can grow more.
With a new look, a simpler website and a new approach, Cooch has taken the bold step of reducing their offering to just three services: writing, strategy and video.
According to founding partner and ECD Ron Samuel (pictured), the move makes good business sense.
“We’ve already been down the route of adding services and learned that it doesn’t automatically result in growth, as you’re also increasing the amount of competition you’re facing plus the added service delivery costs,” he said.
“We’ve chosen to stick to what we’re good at, and go deeper by increasing our knowledge in our specialist areas. These are also the areas that our clients, past and present, have told us where we create the greatest value for them.
“We’re better off focusing on what we’re good at rather than competing for ever-diminishing margins on a broad range of services that have become commoditised in the clients’ eyes.”
Since its inception in 2003, Cooch has been willing to adopt a flexible way of operating, adjusting its service offerings to meet the needs of the market. It’s a model that has allowed them to work with other agencies as well as their own clients throughout Australia and South East Asia, either long term or on a project basis.
As Samuel explained, the writing offered by Cooch covers everything from concepts, brochures and blogs to video scripts and corporate literature. He says they have extensive experience in strategic development, be it brand, marketing or communication and can execute and deliver the creative work in any medium. Video services range from fast turn around social media examples to simple TV commercials.
“We’d much rather be recognised as specialists instead of generalists,” Samuel said.
“We have a proven track record in each of our core competencies so that’s what we want to concentrate on. If people need writing, strategy or a video, we want them to think of us.
“Sometimes it’s better to shrink in order to grow.”
While Cooch has created a new brandmark and revamped its website, all other contact details will remain the same.