Our agency philosophy is based largely on the theory of media influence first formulated in 1972 by the two American communication researchers Maxwell E. McCombs and Donald L. Shaw. It proposes,
among other things, that the mass media has little effect on what its recipients think, but does determine the themes about which they think.
The themes that the public consider important are what define the public agenda; it is this reflex that is engineered as a communication platform for the agency client.
1. Agenda.one occupies socially relevant themes that are regularly very high on media agendas, and which hold the attention of the public because of their structuring, placement and repetition. Existing activities (social sponsoring, social commitments) are evaluated and restructured in the form of a sustainable CSR (corporate social responsibility) strategy.
Or:
2. Agenda.one designs tailor-made themes and uses them as a setting and a communication platform for the company.
In both variations, themes are positioned exclusively ‘above the line’. They are especially effective if they are not expected by the recipients. The company takes a clear stance on the theme and uses this to build up its image profile. This prevents the dreaded emotional-gap effect, which can be caused by temporary activities and isolated campaigns.
Agenda setting in marketing should not be confused with the activities of charitable foundations (such as social commitments) or with sponsoring activities in sports and culture.
Agenda.one also occupies familiar themes such as zeitgeist, fashion and luxury, but gives them a greater emotional profile.