FAQ

Q: What does “Bianca e Nero” mean?

A: “Bianca e Nero” is Italian for “Black and White” and represents the belief system of our agency. Our approach is grounded in Chinese philosophy of Yin and Yang, embracing the need for a symbolic relationship between opposites in order to create perfect balance. In our case, those opposites are strategy and creativity.

Q: What makes Bianca e Nero different from a traditional advertising agency?

A: We are a creative consortium, which means you only pay for the people required to serve your specific needs. At traditional agencies, as much as half of your budget actually goes toward the salaries of people not even working on your account. We also don’t have a lavish office space to maintain. Another reason more of your budget goes toward solving your marketing problem.

While we may be creatives, we strongly believe great creative by itself is not enough; it must be grounded in an insightful strategy to truly be effective. We don’t subscribe to the notion that an agency can be effective if 95 percent of their work is ordinary, 4 percent is good and 1 percent is brilliant. We aim to do brilliant work for every client on every assignment.

Q: What is a creative consortium?

A: A creative consortium is a group of experienced, independent, marketing specialists. We are accomplished professionals who are both strategists and creative thinkers, focused on solving tough marketing challenges in innovative yet effective ways. This structure allows Bianca e Nero the flexibility to customize a team around each client’s needs. We can be as big or as small as we need to be. Unlike traditional agencies, we are not limited to the talents and experience of the people an agency has on staff.

Q: Why does Bianca e Nero work with small to mid-size companies?

A: It’s not so much the size of a client we are interested in, but their willingness to embrace solutions, which push the envelope of today’s advertising and marketing world. We find small and mid-sized clients are more willing to do this. They are entrepreneurial in spirit, because there is so much more at stake. Their smaller budgets need to work harder, so they must be more creative in their marketing approach. It’s less about eye candy and more about capturing the consumers’ hearts, minds and loyalty. They understand how important it is to build a solid relationship with their customers, and they realize getting their marketing message noticed is an integral part of doing so.