con-certo= with certainty



con-certo= with certainty


It’s our name, and it is the underlying principle we pursue with a vengeance every day.

We are an innovative, multi-disciplinary marketing group made up of ANALYSTs, strategists and creatives—a dynamic symbiosis of three fundamental elements of the marketing mix.  

We believe the whole really is greater than the sum of its parts—that insight, strategy and brand should coexist seamlessly to create truly powerful marketing outcomes.

Start to finish, and all under one roof, we develop strategy forged from analysis and insight, to inspire compelling brand communication.

It’s what makes concerto...well, concerto.


We believe that knowledge trumps supposition every time. It’s why we are so committed to gaining an intimate understanding of the audience.  


Strategy should always be the bridge between insight and action, because research without strategy goes nowhere and a brand without strategy struggles to go anywhere. Certainty is gained from the synergy of all three.


Only when we really understand the audience, and the course is set, do we contemplate a creative platform that inspires, focuses, and ultimately filters targeted creative direction and pinpoint execution. 








Certainty is gained from understanding

and the deeper the understanding, the greater the certainty. 


The outcome is clarity of direction, and the confidence to expect success.

Our objective is to inform strategy.

At the end of the day, we design a research strategy that delivers what each client needs.


Customer Insights

Success starts with a deeper, more robust understanding of customers. Understanding what motivates them to purchase in your category, what triggers a purchase occasion, what steps they undertake to research or buy, and what factors persuade them to choose your brand or a competitor's.




Competitor Analysis

Understanding your market is critical for success. Who are your competitors? Who poses the biggest threat? What are their strengths and weaknesses? What can you learn from them? Questions that can all be answered with an objective competitor analysis.



Market Exploration

Are there additional growth opportunities in your market? Who buys your product and who doesn’t? How do non-customers differ from existing customers? What do they know about your product/services and brand? Why are they loyal to certain brands and not others? How do you stack up? 


Stakeholder Reviews

Understanding the perceptions of key internal and external stakeholders is important in any business. With a stakeholder review, we can give your key stakeholders a say and provide them with an anonymous forum to voice and address the internal issues facing your business.




Product &
Concept Testing

Product and concept testing allows you to cost-effectively vet potential offerings before undertaking costly production or developing go-to-market strategies. Identify leading candidates, estimate the size and value of the growth opportunity, and highlight product or messaging weaknesses at the very outset.



Published Research / Thought leadership

Sometimes research is part of a broader communications strategy where part of the value of the information gathered is in passing it along to select external audiences. We publish the results of numerous surveys for a variety of clients every year.







strategy should always be the bridge between insight and action, because...


INSIGHT without strategy goes nowhere, and a brand without strategy struggles to go anywhere.


We've identified new opportunities for
existing products, and new products for existing opportunities.

Building on deeper consumer insights, our strategic tools are that much sharper.  We’ve helped clients turn ideas into entire organizations and helped refocus entire organizations into multiple, market-centric brands. 



Marketing Audits

Objectivity is one of the key elements of our external review process. We have the advantage of having no vested interest in the outcome of these assignments. Our experienced team guide you and your team through a highly interactive exercise designed to maximize marketing ROI.



Feasibility Studies

Will this work? Is there a market? Who will buy it? What need does it satisfy? How would we bring it to market? These are some of the questions a feasibility process is designed
to answer.





Brand Strategy

Brand Strategy is at the very heart of what we do. Clearly enunciating who you are is a critical element in building brands that stand the test of time (not to mention the competition).




Marketing Strategy

Once you've identified where your brand is going, we can draw a map that gets you there successfully. Developing metrics based on a clear understanding of your market comes next. Helping you through the logistics associated with execution is what sets us apart.



Brand Positioning

Where does your brand live? Is it a place that you can defend? Who are your neighbours?  Is your understanding of your positioning consistent with the perceptions of your internal and external stakeholders? Do you aspire to live somewhere else? Why? Is this aspirational positioning realistic? How? 




Brand Architecture

How does your corporate brand relate to your product brands? How do your individual product brands relate to each other? What is the common DNA? How is it woven into the respective brands? Have your product brands grown or morphed to where they may require rebranding?



Go-to-Market Strategy

You know you have a viable product. Now you need to develop a plan that ensures a successful launch. From messaging to logistics, this is the step that sets you in motion.





We are brand strategists, not a creative house or advertising agency.

First and foremost, our job is developing a brand platform that both guides and inspires the creative process. This foundation is provided by a clearly defined brand strategy. This same brand platform should also serve as an ultimate filter ensuring consistent, on-point execution.

We work directly with many clients, some of whom have been with us for over thirty years. We also collaborate with some of the largest and most respected advertising agencies and creative houses in North America.

Our agency partners engage us to provide insight and strategic direction. These are firms that aren't satisfied with ticking boxes and delivering the 'same old, same old.' They are passionate about delivering the very best results possible for their clients, and they want to understand the audience better so the messaging they create is on-target every time.

Whether we work directly with clients, or partner with creative specialists, the objective is always the same—to deliver the very best outcomes.

We believe that execution is the place where strategies can live and die.

We work with our strategic partners to ensure that clients achieve their strategic goals by working collaboratively with them to translate insight into action.



Knowing is good. Knowing what you need to know is even better.


If you aren't distinguishable from the competition, your sustainability is tenuous at best.


The proof is always in the pudding. Understanding key success factors and how to measure them is critical.