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It's simple. Advertising must be an extension of the client's sales effort. All the elements, the layout, the visuals and the copy should all contribute to this goal. The advertising has to be provocative to grab attention. It has to tell a story that positions a product or service in a way that makes the most of its strengths. And it must generate the kind of interest that moves people to action. Design for design sake misses the mark (even though it may fulfill the ego).
The account executive has to have in-depth advertising experience - and know how businesses work. With the ability to meld these two to maximize effectiveness. In addition, the AE must always be aware of what the client's competition is doing, so recommendations come from knowledge rather than speculation.
This is how we think. This is what we do
for our clients. |
