Why we never work for your competitor

Many agencies take on every client that walks in. Not us. We work with only one party per market, and never for direct competitors. That's a deliberate choice that makes our clients stronger.

It might sound like it goes against commercial logic: turning clients away. Yet it's one of our most important principles. An Apple A Day works exclusively one client per product-market combination and never takes on a direct competitor of an existing client. Here's why.

Your strategy stays yours

Whoever works with us shares everything: the positioning, the insights, the plans, the doubts. That trust can only exist if you're certain that same knowledge won't be on your competitor's table tomorrow. By working exclusively, we make sure your strategy genuinely stays yours. No risk whatsoever of a sharp insight surfacing elsewhere in the market. We agree on clear terms upfront under which we can work this way.

Full focus, no conflict of interest

Because we work exclusively for you, you get our full attention, knowledge, and creativity. And just as important: your competitor doesn't. Everything we develop and build for you stays yours alone within your market. That way, the collaboration itself becomes an advantage.

Depth instead of breadth

Because we don't fill a market entirely with clients, we can genuinely get to know yours. We learn the sector, the players, the sensitivities. We build that knowledge and put it to work for the party we work with.

A deliberate choice, not an empty promise

Exclusivity means we sometimes say no to attractive assignments. We do that deliberately, because it's the only way to keep the promise we make to our existing clients. It makes us more selective, and that's the point. You work with a party that's fully behind you, and behind no one else in your market.