Services: Creative, Content & Advertising
Advertising Agency
Ellington & Vale is an advertising agency. We develop campaigns (the idea, the creative and where it runs) for brands that already know what they stand for, and we work out what they stand for first when they don't.
A campaign is not a set of assets
The most common way advertising money is wasted in India is on campaigns that are really just a production brief: fifteen deliverables across five formats, executed competently, held together by nothing except a logo in the corner.
A campaign is an idea that survives being expressed in different places. The same thought, recognisable on a hoarding, in a film, in a feed and in a print ad, not the same layout resized. If the idea only works in one format, it isn't a campaign; it's an ad.
That test (does it hold across media, and does it come from something true about the brand) is the one we apply before anything gets made.
What we do
Campaign development: the strategic idea and the creative platform underneath a campaign, built from the brand's position rather than from a mood board.
[Outdoor and OOH](/outdoor-advertising-agency): hoardings, transit and out-of-home, where one idea has six seconds at forty metres.
[Content](/content-marketing-agency): editorial, video and social content as a sustained programme rather than a burst.
[Social media marketing](/social-media-marketing-agency): strategy, content production and paid social, built on the brand rather than beside it.
[Influencer marketing](/influencer-marketing-agency): creator selection, contracting and measurement, on outcomes rather than follower counts.
Art direction and production: photography and film direction, and the production management that gets a campaign made without the idea eroding along the way.
Copy and messaging: the line, the language and the message hierarchy a campaign runs on.
Where advertising and performance marketing separate
Worth being precise, because the two get conflated and they answer different questions.
A brand campaign is judged over quarters, on whether people know who you are and think something specific about you. Its effect is real, slow, and hard to attribute to a single week.
A [performance campaign](/performance-marketing-agency) is judged weekly, on what an acquisition costs, and restructured when the number moves.
A business running only performance buys customers at a price that rises every year, because nothing is building the recognition that makes the ads cheaper. A business running only brand advertising has no idea what anything costs. They are not alternatives and they are not interchangeable budgets.
Production without the idea eroding
Most campaign ideas are strongest in the room where they're approved and weakest by the time they ship. Every subsequent decision (a format that doesn't fit, a legal line that has to go somewhere, a stakeholder who wants the logo bigger) takes a small amount out of it.
Holding an idea intact through production is unglamorous and it is most of what determines whether the finished work resembles what was sold. It requires someone who understands *why* the idea works being present when the compromises are being made, which is easier in a studio where the person who had the idea is still on the project.
Where we work
Delhi NCR is home base, including [Noida and Greater Noida](/advertising-agency-noida).
What determines the cost
No published rates, and here there are two very different numbers: production (what it costs to make the work) and media, what it costs to run it, which is paid to publishers and platforms and is usually much larger.
Our side is driven by campaign scope, how many formats and executions are needed, and whether photography or film production is included. We keep media visible as a separate line rather than blending it into one figure.