The message matrix provides communications professionals with a tool to develop goals, pertinent messages and superior positioning. It removes the need for the agency service usually associated with concept development. After researching the issue for several months, it became evident that clients are frustrated paying tens of thousands of dollars for an agency's brainstorming efforts. As it turns out, this money is the agency's main source of profit while costing very little beyond a few internal meetings. "I admit that the added value is perceived, not real," says the director of a major international advertising agency who wished to remain anonymous.

In coming weeks, the messaggio studios and mondofragilis network team will be testing the new tool with a select number of clients in an effort to refine the numerical algorithms that drive it. If all goes according to plan, in coming months, mondofragilis group companies will be in a unique position of being able to accompany a client's conceptual development at minimal cost.