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Authenticity requires consistency
The agency world is evolving, (and we're here for it)
door Sanne de Wild
The advertising landscape is transforming before our eyes. Traditional agencies are fading away—which, honestly, makes sense given how the market has shifted. The old retainer models simply can't keep pace with today's dynamic brand needs. But what's emerging to fill this gap is concerning: a wave of high-volume content factories that prioritize quantity over meaningful creative work.
These new players have industrialized creativity, churning out endless streams of content without much thought to brand coherence or lasting impact. Speed trumps substance, and volume beats value. Meanwhile, the established players remain locked in their traditional silos, treating branding, campaigns, and digital as separate disciplines when they should be working in harmony.
Here's what we've learned: fragmented and disjointed brand touchpoints create fragmented brand perceptions. When your visual identity tells one story, your social content tells another, and your campaigns exist in their own universe, you're not strengthening your brand, you're weakening its impact.
At Phoney, we've embraced a different approach. Everything begins with branding, a deep creative brand strategy and DNA development. From this foundation, every expression—whether it's social content, comprehensive campaigns, packaging design, or experiential marketing—emerges naturally and authentically.
This integrated philosophy proved its worth this past quarter. For voordekunst, we brought their "where makers meet changemakers" positioning to life in ways that felt organic and meaningful. With The Core's Kids line launch, we created an energetic introduction that seamlessly extended their brand universe while maintaining perfect alignment with their core identity.
Today's consumers are incredibly sophisticated. They can instantly detect when something feels manufactured or disconnected from a brand's true character. This shift is driving a fundamental change in how successful brands operate—they're demanding authentic, coherent experiences across every touchpoint.
Keeping brand strategy and creative execution under one roof isn't just more efficient—it's essential for maintaining creative integrity. When these elements are separated, nuance gets lost and authenticity suffers. The result is work that feels disconnected from the brand's true personality.
The most compelling brands today function like fully realized characters. They have distinctive voices, recognizable aesthetics, and consistent DNA that guides every decision. They engage with audiences as authentic personalities. This is the power of truly coherent brand experiences. Instead of fragmented touchpoints, you create a complete, living brand character that we help develop and bring to life across every platform, in every expression, and in every interaction with your audience.
Currently working on:
a new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gaze
©THE PHONEY CLUB
ALL RIGHTS RESERVED
2023
Currently working on:
a new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gazea new cultural project on the (fe)male gaze