CONTRARY TO CUSTOMARY PRACTICE, THE QUESTION THAT'S MOST LIKELY TO LEAD TO PERSUASIVE COMMUNICATION ISN'T "HOW DO YOU SAY IT?"
IT'S "WHAT DO YOU SAY?"
ONCE YOU'VE FIGURED THAT OUT, MOST OF THE HARD THINKING IS OVER.
Creative Directions is a consulting firm that's dedicated to improving the performance and cost-efficiency of our clients' marketing communications.
In an era in which much of mainstream advertising is caught up in entertaining and posturing, we remain committed to the proposition that a communications program that isn't working flat out to distinguish your business from that of your competitors – by what it says, not just how it says it – isn't of much value to you or to those who may be looking for what you have to offer.
So we don't start writing and art directing until we've come up with an idea that we all agree is fundamentally persuasive – an insight that reveals what's special about a particular product or service. Then, and not until then, we set out to express that vision clearly, simply, dramatically.
That way, clients wind up with strong, coherent, cost-effective communications that speak to the real needs of the most likely prospects for their goods and services. And we get to feel that we've been spending our time doing something useful.