The best creative does three things:
-1- It makes people notice you.
-2- It makes people remember you. And,
-3- It makes people do something you want them to do.
It’s that simple. And that difficult. Our creative aims for the emotional over the intellectual. It’s designed to spark imagination, not merely fill heads with data. Most importantly, it’s based in truth, not hype.
Oh, and there’s one more thing the best creative does: It makes people believe in you.
