What’s with the donkey?
Our basic mission statement has always been “we provide that which drives the consumer.”
When we were getting our legs under us we began to think of analogies for our goal. Not quickly, but eventually we hit upon the old “donkey & carrot.”
Usually the donkey & carrot image has a donkey walking along with a carrot on a string and stick dangled in front of its eyes.
While we’re not quite so obvious in our logo and identity, the humble donkey has come to symbolize the lovable consumer to us. Like the donkey, the consumer is simple minded out of necessity. They can be led when properly motivated, but otherwise can be fickle and stubborn.
We love having this subtle reminder around us every day to help us focus on what advertising is really about.