Miller begins with an understanding of our clients’ objectives. We expand our view with
a dialogue and exchange of goals and purpose. Only then, can we implement the
creativity and strategic executions that result in the magic of success.
When Miller creates a successful advertising campaign for a client, it is just the first step in a long-term relationship. The agency continues to evaluate and optimize its progress towards achieving the clients’ branding goals. In addition to responding to emerging technologies and changing market cycles, Miller never loses sight of the wide differences among clients and their specific, and very divergent objectives. Each company has its own unique selling proposition that separates it from competitors in their field.
For example, Quiznos presented Miller with a unique challenge in recruitment advertising. Instead of an outreach for a specific employee position, Quiznos was literally searching for “ employers.” The company tasked Miller to find qualified potential franchise owners. This involved first defining the profile of the franchise/owner candidate, then, identifying the optimal media strategy. The selection of media was a very complicated and highly researched effort. It yielded a vast increase in qualified attendees to the Quiznos franchise seminars.
In the real estate sector, Stribling and Associates, a large, family owned real estate brokerage firm, divides itself into two general types of sales; the re-sales of previously owned condominiums and co-ops and the sale of brand new or newly converted residences. For more than a quarter century, our job has been to brand Stribling as Manhattan’ s preeminent real estate firm. Stribling remains one of the few real estate brokerages who have retained their reputation for strong principal leadership and superior hands on service. Miller’ s campaign highlights these product strengths through an evolving selection of digital, social, and traditional media.
In contrast to a large Manhattan brokerage firm, Kenbar Management owns three Carnegie Hill rental towers called Carnegie Hill Place. The most recent addition to this phased development, 1510 Lex, is the city’ s first smoke-free residential building. Miller’ s unique marketing task involved a very heavy reliance on social media to create the buzz surrounding this first time departure in Manhattan urban living. Dozens of news stories and client interviews were put on the new Miller designed website with its homepage newsroom. Miller quickly realized the value and public appeal of a smoke-free building and its new media approach took advantage of this difference.