Agency Launches 'Brand Whispering' Division to Help Clients Come to Terms with Being Boring
AUCKLAND — In a move surprising only to those with functioning attention spans, boutique creative agency Moth & Path has unveiled its newest offer: Brand Whispering™, a specialised strategy unit designed to gently tell clients the thing no one else will — they’re not interesting, and that’s okay.
According to Moth & Path, Brand Whispering™ is not about changing who the client is but instead about “sitting beside the brand, looking at the lake of culture, and nodding in silent understanding.” Service includes 90-minute 'Truth Sitzbaths', a low-lit group therapy circle where brand managers are read back their own copy points until they reach a stage of acceptance.
“Every agency claims they’ll make your brand ‘stand out’,” said Head Whisperer Riley Penman, during a press breakfast that featured six kinds of porridge. “We say, what if it doesn’t have to? What if your narrative is a soft no? We believe in the power of letting go.” The Whispering process has reportedly already been trialled with six FMCG brands, four of which spontaneously rebranded as 'Ambient Product'. Client satisfaction is reportedly 'quiet, but palpable'.
Internal sources claim the launch was sparked by a harrowing series of Monday WIPs where creatives kept hallucinating fun where there was none. “One brief just said ‘make it fragrant and unforgettable like a loose peach at the beach’,” said a copywriter who requested anonymity and oat milk. “I blacked out and woke up designing a billboard made of driftwood. Turns out, they sell bin liners.”
With Brand Whispering™, Moth & Path hopes to make peace, not noise. As their press pack says: 'Not every brand’s a legend. Some are just reliably present. Like carpet. Or the moon.'
According to Moth & Path, Brand Whispering™ is not about changing who the client is but instead about “sitting beside the brand, looking at the lake of culture, and nodding in silent understanding.” Service includes 90-minute 'Truth Sitzbaths', a low-lit group therapy circle where brand managers are read back their own copy points until they reach a stage of acceptance.
“Every agency claims they’ll make your brand ‘stand out’,” said Head Whisperer Riley Penman, during a press breakfast that featured six kinds of porridge. “We say, what if it doesn’t have to? What if your narrative is a soft no? We believe in the power of letting go.” The Whispering process has reportedly already been trialled with six FMCG brands, four of which spontaneously rebranded as 'Ambient Product'. Client satisfaction is reportedly 'quiet, but palpable'.
Internal sources claim the launch was sparked by a harrowing series of Monday WIPs where creatives kept hallucinating fun where there was none. “One brief just said ‘make it fragrant and unforgettable like a loose peach at the beach’,” said a copywriter who requested anonymity and oat milk. “I blacked out and woke up designing a billboard made of driftwood. Turns out, they sell bin liners.”
With Brand Whispering™, Moth & Path hopes to make peace, not noise. As their press pack says: 'Not every brand’s a legend. Some are just reliably present. Like carpet. Or the moon.'