Creative

Face it.

Most advertising work today is incredibly self-centered. It’s advertising created for other advertising people, cleverness for the sake of cleverness. And it flies right by the minds of its intended audience.

Creativity is not an end in itself. Rather, creativity should be the means by which we break through the ever-growing media clutter to deliver a focused, persuasive, action-causing message. It must, absolutely must, be relevant to the target.

Creative that “gets it” brings a smile or a nod of understanding to the viewer. They know right away what to think about the message. There is no head scratching.

The message is crystal clear. The message matches their needs.

Call it smart. Or relevant. Or on target.

The advertising works.