Advertising - judge by returns

Advertising should be judged by its return on investment. If you don’t make more than it costs it’s rubbish. It might be highly creative and memorable, you may even like it yourself, but if it doesn’t sell help stuff it’s a waste of money.

Stories of failed advertising abound, but it is not always the professionals' fault. Rarely is there such a proposition that merely drawing attention to it guarantees success. It requires stamina too.

A very knowledgeable advertising man said that building a brand in the mind of a customer was like a bird building a nest. A little piece of information here, a bit more from there, all woven together until it all comes together and, in his analogy, the product was there in front of the customers, with the packaging tying up all the pieces, when they wanted to buy.

We work to reduce the chance of failure. We make sure that we select whatever communication channel is the best to reach the customers, be it mailing, posters, press, electronic, outdoor or television and radio or perhaps PR. It is usually a combination of media, but we will ensure a consistent and compelling message that delivers the strategy.

We work with those creatives who are the most appropriate, who have the best feel for the job and we deliver value for money because we are professionals talking together. We want relevant creativity, not something that is stunningly brilliant but which doesn’t generate empathy and interest amongst those that could buy the product or service. It can be hard to achieve. That’s why it's so rewarding when it works.