Creative Services - Your Product is Hero

Direct Response Advertising, Direct Response Marketing, Infomercials

We can't all be heroes because someone has to sit on the curb and clap as they go by.
-Will Rogers

Your product is more than hero, it's our whole raison d'ètre. We focus on your product and its most powerful features and benefits so you can compete with the giants (even if all you have is a slingshot). Your campaign will take careful aim and reach the maximum velocity needed to conquer your market. And that is the heroic power of direct response advertising.

Advertising is the most fun you can have with your clothes on.
-Bill Cosby

The Image Spot
Image advertising has its place: When an advertiser wants to create an emotional link between the consumer's desires and the product, or to promote the perception of his product rather than its attributes (because there aren't any?) it can work well. Over time. Lots of time. With big media budgets. And plenty of patience.

Sure, we consider the music, style and contemporary language of image advertising to support your brand. But we never ever take our eyes off your product.

All men by nature desire to know.
- Aristotle

The Infomercial
The infomercial is far from fuzzy image advertising. While it will support your brand essence, the whole idea is to inform. And more importantly, to sell through a unique kind of enticement: the CTA (call to action), which is the signature of every commercial we make.

At CPO immediacy is the key, always at the heart of the script and the execution.

I’d rather direct than produce. Any day. And twice on Sunday.
-Steven Spielberg

Television and Video Production - Our “mise-en-scene”
Emerging formats (such as Digital Beta, Beta SP, Mini DV, etc.) have made production easier to access for many companies. But a good infomercial has to begin with a powerful and focused creative process where decisions (including format) are motivated by specific creative needs.

Speaking of creative needs, remember that everybody wants to be a director, which can lead to the Twister Board of creative execution. One person’s “right on green” is another’s “left on blue,” so be sure to get direction you can trust.

Finally, even though Steven Spielberg said he'd rather direct, we're very happy to produce. Every day of the week.

What one has not experienced one will never understand in print.
-Isadora Duncan

Print
Impact is good, but inspiration is better. At CPO, making words and images relevant to consumer experience has been at the core of our print business for more than 30 years. We've designed and launched everything from street mags to retail tags, keeping pace with consumer and client demand.

It’s not true I had nothing on! I had the radio on!
-Marilyn Monroe

Radio
Radio advertising started in 1922, and has survived World War II, cable and satellite television and Howard Stern. So it’s safe to say radio is an established advertising medium with plenty of staying power. As a forerunner of TV, radio remains an attractive option for advertisers who want to get the word out. At CPO, creative scripting and execution of image and direct response radio spots will get consumers tuned in.

The best way to have a good idea is to have lots of ideas.
- Linus Pauling

CPO Network Partners increase your "Brandwidth"
Beware of the "if it wasn't invented here" syndrome that seems to be a founding principle of so many agencies. Instead, we give you the very best creative by working with a coterie of creative professionals selected by matching their talents to the project. No more trickle-down, worn out creative from that new copywriter in the cubbyhole.

Product is Hero
Production Values