The world is too busy to look at your ad.
That’s why advertising creativity has shifted from creating a great ad to selecting or even creating a great medium. And then create communication ideas to suit the medium.
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The benchmarks for advertising creativity have changed.
So many revolutionary products have been launched in recent times, but how many such classic headlines we have seen as in this famous ad? Great advertising no longer tries to stop us in our tracks with great slogans but simply complements our daily life with brilliant brand experiences. Today, the uncanny silence of the Rolls-Royce …
The benchmarks for advertising creativity have changed. Read More »
The client expected customers to read his mind, so he can save on advertising!
We met this business owner who had just spent millions to set up an upmarket co-working space covering an entire floor in a posh business tower. He wanted to advertise his project in social media and in a community magazine apart from SEO. Other than a logo at the entrance, there was absolutely nothing, not …
The client expected customers to read his mind, so he can save on advertising! Read More »
The Flipside of a Five Hundred Dirham Logo
We met this restaurant manager worried about dropping sales inspite of one of the best locations, superb décor, a grand ambience and the finest food from a kitchen with 3 specialized chefs. “So what is the problem?” we asked the concerned manager. “How much have you spent on building this restaurant? 2 million dirhams?” “No”, …
Apple to Apple
Whatever the need: an ad, a brochure, a film, a logo or a website… shop for the ad agency, not for your project. Here is an actual email enquiry: “We are looking at creating a very high end brochure for our company. The design should be very professional (sic) at the same time eye catching. …
Today technology has created major confusions and even incompetencies
Previously, only artists used to be seen in the Art Departments/Graphic Studios of ad agencies. *Type 1: Skilled Artist as a Finishing Artist **Type 2: Artist with creative talent as a Visualizer (who would rise to become Art Directors, Creative Directors) But in today’s scenario, everyone is a Graphic Designer. So very often, it’s difficult …
Today technology has created major confusions and even incompetencies Read More »
