Quite often we see “one off,” “stand alone,” “one shot” ads. These ads are designed for a single purpose – an event, a special offer, a single purpose. But they really miss the boat. Any advertising for a brand or product needs to be part of a continuing dialogue with your target consumers. It advances… Read More »
It was the middle of the summer of 1978, I had just taken a job working with Grey de Venezuela, an advertising agency in Caracas, Venezuela. The appeal to me was for some control. I had been working in massive agencies in New York City where I was just another brick in the wall. In… Read More »
It is quite amazing how easy your job is. Just ask someone who doesn’t do it. At the same time, from your point of view, their job is amazingly easy. We get this every day in advertising because with digital tools it is not that challenging to make something that looks like an ad. But… Read More »
Watching retailers do their own commercials on TV often makes me cringe. Particularly car retailers. They start their commercials by yelling and keep it up. Their theory may be that all their energy makes the viewer think that something exciting is going on. But is just yelling enough? The result is a constant yelling throughout… Read More »