to make you
a smarter marketer.
Our Approach: Left-Brain Creativity
How could it impact your business?
Scientific studies have long determined that the left side of
the human brain is analytical, and it's where reason and logic take
place. The right side of the brain is where creativity and emotion
reside. When synthesis occurs between these two hemispheres, a
powerful and holistic balance is created. "Left-Brain Creativity"
refers to such a balance, and is the philosophy by which Williams
Randall approaches marketing. It is based on the concept of
creativity embracing accountability.
How does this philosophy translate into the work we do for you? It means your campaigns are creative and vibrant and stand out in the marketplace. But it also means we measure and analyze their effectiveness and make necessary adjustments to achieve your business goals. Over time, creative answers to analytical questions have shaped our agency culture, but more importantly, our clients' success. And we have the data - and the satisfied clients - to prove it.
The History of Williams Randall
Charlie Williams opened the doors for business at Williams
Company on October 1, 1979. While his first client (who is still
our client 30 years later) fondly called him "Williams & Self,"
it wasn't long before Charlie added to his client roster, his
payroll and his love for the business.
By the mid-1980s a young New Zealander named Gerry Randall finished up his studies at Charlie's alma mater, Indiana State University, and began his career at Williams Company. When Charlie and Gerry became business partners, our name changed to Williams Randall, and it wasn't long before we expanded to Indianapolis. We still have offices in Terre Haute and Indianapolis and have worn grooves in I-70 between the two cities.
By the early 1990s, Williams Randall was one of the first advertising agencies to move into website development. In fact, our entrée was so early and on target that Gerry was named the state's Ad Person of the Year by the Indiana Federation of Advertising Agencies due mostly to our advancement into web.
We like to joke that we survived 70s disco, 80s big hair and the many booms and busts of the 90s and 2000s because of our agile and intelligent approach to marketing. We've successfully navigated the trends and fads. We've made smart decisions (such as hiring exceptionally dedicated and talented staff) that often kept us ahead of the game.
Williams Randall employees are passionate about what they do. That's why you might see lights on at the office late into the night. Or get e-mails at 1:00 a.m. Or notice that we are as enthusiastic about your brand as you are. We have grown to more than 30 people strong, building a team that includes professionals with the areas of expertise that can help drive our clients' businesses into the future.
At most agencies, client-service representatives are spread thin trying to manage timelines, budget, and strategy. Their priorities become fragmented and they can't devote their attention to what could be of most value to your business. At Williams Randall, on the other hand, you'll be taken care of by at least two dedicated people: an account executive (the one who's the strategic thinker) plus a project manager (the one who makes sure your work is done on time and on budget). By dividing these very important and time-intensive duties, the account executive can focus on driving your business forward while the project manager can focus on delivering your work efficiently.
RESEARCH AND ANALYTICS
Accessing and understanding your audiences can mean the difference between a message that hits and a message that misses. When it comes to marketing research, there's myriad ways to access your target audiences and hear directly from them about how they think, behave, shop, form opinions, etc. During your campaigns, our analytics experts set up success metrics and accurately gauge campaign performance. Williams Randall has been conducting research for decades, and in recent years our research team has moved aggressively to broaden our research capabilities. In addition to traditional market research methods, we've become industry leaders in web traffic analytics, website usability testing, and using online remote testing methods to save time and preserve budgets. The use of market research and analytics ensures that the work we do accomplishes the intended goal.
This is where the ideas come to life. You'll work with art directors and writers who couple their natural talent with honed communication skills to create engaging, effective campaign pieces. Our agency's marriage of creativity and effectiveness keeps the creative discussion lively, resulting in work that will get your target's attention and drive your message home.
Our media department loves numbers. Numbers like CPM, TRP, GI, reach and frequency. They love those numbers because they can analyze them and make the plan that will get your message in front of the right people at the right time. They also love negotiating numbers to get the most bang for your media buck. In their years of experience they've developed good working relationships with media in a wide region, benefiting our clients' buying power.
WEB STRATEGY AND DEVELOPMENT
Our web team includes online strategists, website information architects, designers, content developers and programmers. This cross-functional team comprises experts in online communication that includes websites, permission e-mail and online advertising. You can count on best practice strategies and a user-focused perspective for our web work.
What's With That Logo?
In case you've been wondering what our logo represents, here's the answer: The white lines inside the oval represent two crossed beaks of a chough (pronounced chuff; it's a European bird with glossy blue-black plumage and red legs) and a kiwi (the legendary feathered friend of New Zealand). The original Williams Company logo sported a lone chough, paying homage to the Williams family crest carrying the same bird.