Inspired Marketing driven by the strongest strategies, coupled with innovative creative and media buying.

Whether it be brand positioning, go to market strategies or “better the market” strategies, Bray & Co will create more insight driven results for any brand, at any life stage.


We believe we have assembled as strong a strategic team as agencies 100x our size. The Bray & Co strategy team are acknowledged leaders in our field, and evey client has access to our complete team. We are here to give you and your team the personal attention required, as opposed to a cookie cutter approach.

Importantly, and this is where other agencies fall down, at Bray & Co we place an emphasis not just on What needs to be executed according to strategy, but When it happens.
We call this Sequencing, and it is Sequencing that drives all of our strategic thinking. Momentum is very hard to gain, and it is the “Whens” that create and maintain momentum.

Coupled with strategic frameworks designed to inspire and get straight to the point, our strategies are not just theoretical, they work in the real world connecting with actual people. You, us, your family . . . real thinking and feeling people.

Strategy

At our heart, our creative is driven by StoryBuilding across all platforms. Your brand doesn’t need to be liked by everyone, but we do want to be loved by the people that are your core audience. Our creative is surprising, effective and memorable, with the one aim of connecting to the people that matter most to your brand, and you to them.

From Connected TV to YouTube to Google to Instagram to TikTok, we work with out clients not on the creative that matters most to us, but the creative that is most culturally relevant to your audience.


Bray & Co takes a true 360 degree approach to creative. We do not start with a preconceived notion of where creative should live, or even what a campaign should like.

In fact, great advertising often doesn’t look like a campaign.

We believe effective work can be memorable in a multitude of ways. Marketing theory tells us that we want to create the most memorable campaigns possible that create mental availability within our audience. This means that yes, creative matters.

Creative

From Google to Connected TV, Instagram to Outdoor, at Bray & Co when it comes to media buying we zig when everyone else zags.

Typically our clients’ media spend is at least 20% more efficient when they switch to Bray & Co, because of our fundamentally refreshing methodology.

Bray & Co is not a media buying partner where you tell us the budgets and we simply execute each month. We will build the budgets together with you, working out the Whys between the channels mix and the spend levels.

It’s not just our famous straightforward 8.3% media commission (with no double dipping and complete transparency).

We have pioneered Inverse Targeting, while also having created The Monolith, a system that tells us exactly what the spend percentages should be between awareness and acquisition/activation spend. Based on tens of thousands of datapoints, we know exactly how spend should be sequenced between the two areas. Yes, this is revolutionary.

There is no guessing.

Paid Media

When we created Bray & Co, we made the decision to not view data and analytics as a separate offering. We are breaking silos, not creating them, so data and analytics is built into our digital heart.

Data is not an end point, it gives us a jumping off point. But just as with our media buying where we offer new perspectives, so too when it comes to data.

The reality is that few organizations have too little data. Most brands have so much data that they struggle to work out what is important.

This is where Bray & Co comes to the forefront. We will work together to understand what data is important, what data is actionable, as well as any gaps that there may be due to being too broad in data collection.

And it is not just your first party data that matters. With our technology partners we have access to data and tools that allow our clients to access the latest in data innovation and data signals.

Data collection is not our end goal, data action is.

Data & Analytics

All Marketing Is Performance Marketing.

Now that we have that out of the way, let’s talk about to two primary functions that marketing has, brand awareness and activation/acquisition.

It not a binary choice between the two, but what we do know, and the World Advertising Research Council (WARC) backs up, is that brand awareness exists to build future demand, while activation/acquisition exists to capitalize on current demand.

The Monolith tool we created will tell us what the spend breakdown shoudl be between the tool for your specific brand, assuring success. But what about lower funnel, the Google/Search/Revenue tactics that people often refer to as performance marketing?

The reality is that the idea of a funnel is wrong. The digital era changed that, as evidenced by McKinsey’s Consumer Journey 2.0. In fact our Founder Peter Bray was the first to build on this, coining the term The Loyalty Loop.

Think of Google as a tax you pay to simply be on the digital shelf, and that in fact all you performance is largely due to all your other marketing investments, it creates a new lens through which to measure marketing performance.

Performance

Social media has to be part of every conversation we have - again, we follow where our market goes. Whether it be TikTok (growing), Instagram (growing), Facebook (shrinking), YouTube (growing) or tomorrows’s new platform, social guides us by allowing to trendspot (listen) and trendjump (act). But at no time to do place trend above marketing theory. The brands we work with both listen and speak across social networks.

But why does social matter? It is because of social proof.

It’s social proof that creates trust in a brand.

It’s social proof that continues to reinforce the legacy of an established brand.

It’s social proof that can be the trigger for a consumer action.

The dynamics of marketing within social media are becoming ever faster and more fragmented.

Bray & Co works with our clients to guide and at times create content, source and partner with influencers when appropriate, and navigate the ever changing algorithms to ensure that the content created is actually seen by your audience.

Social Media

Let’s Start a Conversation

I’m really proud of our talented team and the work Bray & Co does for our clients.

I would love to have a conversation with you to explain how culture meets advertising with our StoryBuilding philosophy, how our media approach is markedly different using Inverse Targeting, why we are top heavy when it comes to strategy (without the expense), and how we can make history together.

So this form comes straight to me, and I will get back to you within 24 hours.

All the Best,

Peter Bray, Founder