Effective advertising

Advertising and marketing has many forms to indirectly or directly encourage the purchase of products and services. There has been much hype over the years in relation to ‘integrated marketing strategies’. Many agencies have used this ‘banner’ to miss-sell clients loosely tied tactical 'Louis Vuitton-priced' creative approaches.

These approaches continue to deliver nothing more than short term benefits at unwarranted costs.

In reality, clients should expect structured strategic communication plans from their agencies that demonstrate long term business rationale, benefits and value before creative is applied. Agencies that concentrate solely upon ‘conceptual design' and 'the big idea’ are selling advertising without strategy; which is nothing more than art. Advertising and marketing should not be about spending more to gain more, but gaining the greatest returns from a minimum spend.