ADVERTISING CREATIVE DIRECTION
2017 American Advertising
Federation Silver Medal
Start with STRATEGY. End with RESULTS.
What are you selling? Who are you selling it to? How do you overcome resistance and change customer behavior? If you don’t ask yourself those questions first, you’re asking to be ignored.
Don't let CLEVER be the enemy of CLEAR.
A "creative" headline or visual may grab attention. But if a benefit or reason to buy isn’t immediately obvious, attention is the only thing you’ll get. When they get your message, you get the sale.
To hit the BRAIN, aim for the HEART.
Most decisions are empirical — and by extension, driven as much by emotion as by reason. So point your message at what your customers are feeling, and let them follow their hearts to your proposition.
Your VALUE proposition
is your best OFFER.
Free shipping, “2-fers", personalized can cozies, etc. are not a measure of how your product is perceived on its own merits. If a purchase decision is made because the customer sees a real benefit, the opportunity for repeat purchases is strong.
Talk TO your customers. Not AT them.
“Hit them over the head with a baseball bat” is more likely to knock your customers unconscious than to engage them. Consumers are sophisticated, and prefer a conversation rather than a hard sell. Respect their intelligence.
Been there. Done that. I've been in the ad biz for 45 years as an award-winning Art Director, Copy Writer, and Creative Director — and have had the good fortune to work with some of the top guns in the industry.
Digitas, Wunderman, Grey, Hill Holiday, Zimmerman & Partners... Been there.
Print, Direct Marketing, Broadcast, Interactive, Marketing Strategy. Consumer, B2B, Retail, Tech, Business Services, Real Estate, Food & Beverage, Industrial, Apparel, Healthcare & Pharma... Done that.
Clients include American Express, AT&T, Teradata, Massachusetts Bay Transportation Authority, Crown Royal, FRÏS Vodka, Kryptonite Locks, Ganesh Machinery, Bluestar Jets, Airstream, and dozens more...
Any industry. Any channel. Any marketing challenge. Contact me, and let's go there, and do it!
Print | Broadcast | Direct Marketing | Interactive