# Introduction - AdGeeks brand book

> Introduction: who we are and how we sound. Part of the AdGeeks brand book.

Source: https://brand.adgeeks.ge/introduction/

For the AdGeeks team

Everything we make
**should feel like AdGeeks**

(01)

## Introduction

This book is for everyone at AdGeeks who puts our name on something - pitches, proposals, websites, creative, reports and emails. Start here: what we stand for, how we sound and the words we use.

[Download the voice guide · MD, 4 KB](https://brand.adgeeks.ge/downloads/adgeeks-voice-guide.md)

### What we stand for

(3 principles)

(01)

#### Mission

Help brands grow with advertising, websites and creative - delivered by one team, from the first sales call to the last report.

(02)

#### One AdGeeks

Media, web, creative, account executives and sales. Whatever team you are on, your work carries the same name and should look and sound like it.

(03)

#### How we come across

Expert, direct and accountable. Confident about the work, honest about budgets, timelines and results, human in tone - never hype.

### How we sound

(5 rules)

When you write for AdGeeks: expert without the jargon, specific before impressive, confident without the hype.

(01)

#### Benefit first, proof second

Open with what the reader gets, then back it up.

Not this (Sales email):

“AdGeeks is a full-service agency with a team of experienced experts.”

Write this:

“Your campaign can be live on DV360 next week. Here is how we get it there.”

(02)

#### Be concrete

Name the client, the platform, the period and the number.

Not this (Client report):

“Results were strong this month and performance improved.”

Write this:

“Bookings up 12% in the last 30 days, after the new landing page went live.”

(03)

#### Short and active

Most sentences under 20 words, verbs up front.

Not this (Creative handoff):

“A new set of banners has been prepared by the creative team for your review.”

Write this:

“We made 6 new banners. Pick your top 2 by Friday.”

(04)

#### Rhythm

Triads and repetition carry the message.

Not this (Pitch deck):

“We do media buying, and we can also build websites and handle creative.”

Write this:

“We plan it, build it and run it.”

(05)

#### Plain words

If a smart client wouldn't say it out loud, rewrite it.

Not this (Website copy):

“We leverage cutting-edge solutions to unlock seamless growth.”

Write this:

“We run your ads, build your site and show you what is working.”

### Words

(use and avoid)

#### Reach for

Plain, concrete words that sound like a person.

real, live, today, next, ready, done, clear, fast, specific, your, we

#### Leave out

Hype that a client would never say out loud.

~~revolutionary~~, ~~cutting-edge~~, ~~game-changer~~, ~~synergy~~, ~~leverage~~, ~~seamless~~, ~~unlock~~, ~~supercharge~~, ~~empower~~, ~~robust~~, ~~solutions~~

### Names and mechanics

(6 rules)

#### Our name

- **AdGeeks** - one word, capital A and G. Never Adgeeks, Ad Geeks or ADGEEKS in text.
- Platforms keep their official names: Display & Video 360 (DV360 after first mention), Amazon DSP, Adform.
- Domains stay lowercase: adgeeks.agency and adgeeks.ge.

#### Mechanics

- Sentence case for headings, buttons and labels. Only eyebrows are all caps.
- Use a spaced hyphen ( - ) for asides and a plain hyphen for ranges (10-12). No em or en dashes.
- Numerals always: 1.82M, 67.3K, €541.38, 541.38 ₾. Deltas carry a trend arrow: up 16.4% , down 29.5% .