Proven Principles Work

Effective advertising today requires adhering to proven principles:

• Always build from a well produced and researched Creative Brief. This will keep your message and creative on strategy and consistent
  
• Your ad creative and offer/copy must grab the attention of the target audience
  
• The ad must be fresh and new, unless it is part of an ongoing branding campaign. Even then, you need to freshen it up while sticking to the brand and creative standards
  
• Your offer, unique benefit and call to action must be easily understood
  
• The copy and benefit must be relevant to your audience in today's market conditions
  
• Your creative and branding must stand out from the competition and be original
• Always sell the benefits that your target audience wants, not products and features