HOW WE'RE DIFFERENT > Selling the complex

Talking to teens about sex and to generals about helicopters have one thing in common. Both are complicated. To encourage teens to wait to have sex — as we do for Campaign for Our Children — you don't just tell kids, "Hey, you're too young for sex!"

Instead, you help parents talk to their children. But parents have all kinds of hang-ups about the S-word. So we do TV spots that help parents deal with their discomfort. It's complicated, but it works.

Selling helicopters to the U.S. military — as we do for Agusta Westland — is not much different. You don't just walk up to a general and say, "Have we got a helicopter for you!" You need to appeal to multiple influencers. Pilots. Commanders. Procurement officials. Politicians. No single person buys a helicopter. It's way more involved than that.

At Carton Donofrio Partners, we excel with complex scenarios. We design marketing programs that address complexity in order to build sales, inspire actions, or change behaviors.

Is your business complicated? Let's talk.