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Creative Doesn't Have to Mean Wacky To us, the term "Creative," as in Creative Thinking, Creative Concepting, Creative Direction, has to mean unique, powerful, strategic. It doesn't mean off-the-wall. We just watched a commercial for a major airline, and had no idea that they were selling passenger seats. To us that's not just unproductive, it's a misuse of client funds and the antithesis of Creative. Of course, it wasn't a Direct Response spot, but... Direct Response writers, art directors, producers, media people are a different breed. We love a concept that's more about the product than the ego. After all, we get our reward for selling your product, not a commercial or print ad or radio spot that's up for a Cleo award. We're dedicated to finding a product benefit and approaching it from every angle, until we reach the one that best fits the consumer's tastes and desires. We're devoted to developing a Creative campaign that compels the consumer to respond. And we give them the way to respond. Here are a few more thoughts for your consideration. Take a look and give Norm Goldring a call at 847-929-9399 x 202. |
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