We at Mintz & Hoke hold a fundamental belief - that all marketing communications is driven by an understanding of the consumer's underlying motivations, most importantly emotional.

We were founded on this belief as a consumer/retail-oriented agency in the early 70's. We remained exclusively consumer until the agency started working for Loctite Adhesives in the early 80's, with whom we applied consumer-oriented techniques to industrial advertising. So it's in our blood.

Focus.Fast. is our proprietary process that harnesses various strategic planning components, such as brainstorming, branding and qualitative and quantitative research. It's an effective process proven over decades on hundreds of consumer products and destinations, from house stains to banks, yogurt to discount department stores. But what really makes the difference are the operators of the process, our strategic and creative thinkers who pursue key impulses hidden in the consumers' hearts and minds with a zeal bordering on the obsessive.

This is partly because we've never seen any assumptions behind strategic or creative ideas survive fully intact following scrutiny by the target audience. We and our clients are usually surprised by something, and it's often the pivotal thing. This is an exciting thing to experience, sort of like discovering the secret password. And it's also good for our egos - as in keeping them in check.