SHiFT: A New Kind of Ad Agency

We talk a lot about SHiFT being a new kind of ad agency for Greenville. So where’s the proof?

One big difference is our belief that each business has the resources to “broadcast itself” to its markets, rather than relying exclusively on traditional media (television, newspaper, trade mags) to achieve this.

This is not to say that traditional media is dead. But if your goal is engagement, instead of just exposure, how much can you achieve from a 30-second commercial, a print ad or a billboard? These tactics can buy you awareness, but alone, they don’t tell the full story.

Our man Zach yesterday at Duer Carolina Coil. Video is a key thing that separates SHiFT from so many ad agencies in Greenville SC.

The full story gets told walking around a plant for a few hours, listening to a company’s leadership talk about culture and values.

We spent two good hours at Duer Carolina Coil yesterday, shooting video of president Steve Wunder talking and showing us how his company invests in its equipment and people to continually innovate and improve. It’s a story that started in 1896, and propels them even today. By Friday, Duer will be able to broadcast the first of a series of YouTube pieces to customers, prospects and suppliers. It’ll be seen hundreds of times, and shared throughout the coil spring industry. Even before we launch Duer’s new website, these videos will build a deeper perception of the brand and stimulate the kind of engagement that will cement the company’s leadership position within the industry.

A few years ago, only video production companies developed videos. Today, we think it’s not just a “nice extra,” it’s an essential for any advertising agency. To that end, we have the talented eye of Zach Suggs, who delivers the perfect blend of quantity and quality.

We look forward to sharing Zach’s latest work in a few days.