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.