Advertising
Marcus has great depth of experience in the full range of traditional
agency services, yet we approach our advertising work from a different
perspective. “Our work moves people to action.”
We believe in knowing your customers and business issues. That
means we get out and talk to people, sending our marketing strategists
into the real world to talk to real customers and employees.
We believe in uncovering, then amplifying, your Brand DNA—the
characteristics that make your product or company truly unique.
We believe in strategies with defined metrics. These strategies
are usually integrated across all media to reach your customers
at every touch point.
Finally, we believe in creating BIG ideas that balance impact
with relevance. Ideas that are true to your brand and your customers.
Ideas that move people to action!
Before an ad or promotion is even created we think about and consider
the following:
- People have never been busier. Ads and promotions have two
or three seconds to get noticed by your prospect. So we use images
and headlines that grab attention and draw the reader into the
ad or promotion.
- The headline must be strong and powerful. Many headlines fail
being too long, too complicated or irrelevant.
- A good ad leads the reader to take action—to call, go to the
company website—request additional information or register
for something of value to him. Each response should be measurable.
- Companies that advertise globally need to be aware of the different
cultures, different languages and different country needs. Finding
advertising formats with one size that fits all can be difficult
and dangerous. At the very least there should be an awareness
of the subtlety of language when translating an ad or a brochure.
- Body copy needs to explain the benefit offered in the headline
and make the sure this benefit is communicated in a clear, factual,
easy to understand format. This offers the reader the information
he needs to take the next step and contact the company.
