This week, Ad Age published an article Why Large Online Ad Formats Aren’t Industry’s Silver Bullet, which discussed the results of a recent Dynamic Logic Study. One of the key findings from the study concluded that effective ads begin with strong creative. In fact, the study demonstrated that an ad with good placement and shape can be completely undermined by poor execution.
I couldn’t agree more. Developing an ad campaign and the individual elements begins by setting a strong creative direction that ties back to business objectives.
- Make Today Unexpected – Famous Footwear Rich Media Campaign
- Expanded Rich Media Banner – Famous Footwear
- MakeTodayUnexpected.com – Famous Footwear Microsite
Campaign creative should leverage the opportunities of technology but it must always take into account audience behavior and also integrate with all the other promotional elements – websites, landing pages, print, broadcast, event marketing, and even packaging.
