Marketing today is basically 25% media strategy, 25% business strategy/consumer insights, with the remaining 50% focused on producing unique & memorable creative.
So what does Michael Pitzer (Advertising & Design) do? I'm 110% about creating unique and memorable advertising and beautiful, desirable product packaging that stands out on the shelves to consumers.
Sadly today, almost every agency, design group or freelancer claims they are the most cost effective and results oriented choice a client can make. Those claims are always relative. I make no claims. I fulfil promises. Here's my promise to you, I will earn your trust and exceed your sales goals and expectations. I will be honest with you but not arrogant. And I will put your success before PA&D's profitability. (Please don't share that with my wife Lynn.)
The staying power of print and outdoor makes them extremely appealing today in comparison to the transient nature of digital advertising. Plus magazines, on average, are kept for a period of 10 to 12 weeks and sometimes even longer in professional environments where they may be used in a client waiting area.
Below are four campaigns, a local Phoenix DMA outdoor campaign for Chipotle, which portions of went National. A trade print and consumer outdoor campaign developed for ReadyPac Salads while at Sacks/Fuller, Los Angeles. A vertical print campaign created for RecoveryX which ran in Muscle Magazine. And finally, a wonderful brand image campaign developed for The Honeybaked Ham Co. which played off the historic recognition and family oriented compositions of Norman Rockwell paintings.
Consumers want to be entertained, not pitched to. Using humor as a means to connect to them at an emotional level can lead to further engagement with your product in the future. Plus, you'll never have to go to "Ugly Ad Prison."
“Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community... faster.” — Stephan Vogel, Chief Creative Officer, Ogilvy & Mather
The more you know about your customers the easier it is to meet their needs and to target them with appropriate messaging. But, research is only as good as the people who know how to conduct it, mine it and derive key insights from it. It's then up to the creatives to turn those insights into memorable marketing concepts. Like using research that showed that not all people are keen on cupcakes — and who doesn't love a good cupcake? Research can also help determine a personality profile you won't be marketing to.