The idea behind ‘90TEN’ came from a conversation in a coffee shop, back in 2001. On this sunny day, Carole North and Paul Tanner were discussing the future of communications and how agencies big and small weren’t cutting the mustard.

As the discussion heated up, they got stuck upon a central question – that in this day and age, with all that we know about our patients, healthcare professionals, stakeholders and government, why aren’t agencies more targeted and creative with their communications?

From that premise the idea of 90TEN was born. An agency that extensively researches its audience groups, and uses the best means possible to reach the 10% of the population that’s in the target market, rather than the 90% that isn’t.

It’s about better research, better targeting, better profiling and
better communication, leading ultimately, to outstanding results.