When Brilliant Creative Misses the Mark

Posted by Julia Casale-Amorim

Practical tips for making sure your creative doesn't miss the mark

Picture a fabulous, brilliantly produced rich-media execution — chock full of immersive, engaging functionality, eye-catching design and a powerful call to action. Now consider the fate of the campaign that employs this execution. Should it speak to an audience other than the one who will ultimately purchase the product advertised?

There is no shortage of campaigns running rampantly across the Internet that fail to successfully marry media to creative, or product to audience.

Are we losing sight of simple but vital “marketing common sense” in the digital age?…Read the whole article >

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