Never fall in love with creative, fall in love with results

In developing creative, response matters. We follow a set of guidelines that have led us to success, time and time again:

• Don’t waste time; ask for the response. Brands are built on the experiences consumers have with your brand, and there is no better way to build a brand than by getting a sale, and then delivering on expectations
• Never sacrifice brand for response, or response for creative
• Clarity is more important than creativity
• All creative must target, qualify, and convert
• Effective creative is transferable across media
• When developing direct response creative, ask: What’s the news? What’s most unique? What does your target most want and need? Then, clearly and powerfully, direct them to take the desired action