AXE is known for their amazing and creative campaigns, but what we admire most from these campaigns is the inclusion of the target with surprising accuracy, but from a perspective that makes them feel good about themselves. Although they don’t tout the “Real Beauty” message of Dove, AXE  sells the idea that

Digital advertising promotes steady growth; every day more small businesses are choosing to have a presence on social media. But it’s also true that, for efficient digital communication, you need some specific skills and a different perspective on advertising compared to traditional or ATL approaches. In BRAIN-DING