Wisdom & Mischief® Fire Dept is a creative company specialising in big ideas brought boldly to life through brand strategy, design and advertising. We create, direct, design, build, and rebuild brands for people who actually want to achieve something. Bold brands, built for good. 90% of advertising goes unnoticed. Most brands could vanish off the face of the earth tomorrow and the consumer wouldn’t bat an eyelid. Big ideas have been replaced by big data-driven drivel. The tools have taken over, giving us ads nobody notices and bland brands that blend into each other across a blandscape of mediocrity. Fast forward. Skip ad. There’s no data-driven short-cut to success. People have lives. Mortgages. Friends. Kids. Debt. Dogs to walk, milk to fetch, and a million box sets to get through. They’re not sat around giddily waiting for any old piece of content to be fired into their tired eyes. It doesn’t matter how innovative your product, attentive your service, amazing your offer, or attractive your brand. You can have all the tech in the world. Your perfect audience pin-pointed. Have every relevant eyeball hyper-targeted. Be always-on across every media platform available. But if what the people joined on to those hyper-targeted eyeballs see is dull, mealy-mouthed and meaningless – if you don’t stand out and move people – it’s all for nothing. In the age-old fight for attention, you’ve still got to earn it. Set fire to boring. Burn away the grey. Kill the vanilla. Blaze a trail. Start your fire with us. breakglass@firedept.company