ADVERTISING - CONCEPT TO CUSTOMER IS A BALANCE OF EXCELLENT CREATIVITY AND SELLING STRATEGIES

Having trained and worked in advertising I have always recognised that selling is the first priority. This philosophy is closely aligned to being creative in resolving ideas that have a stand out value not falling into the trap of producing ideas that fit the current trend of what looks right because it fits a visual style. I have specialised for many years in 'heavy retail' clients, from Morrisons, Asda, Tesco and many other high street retail giants.

THE QUICKEST ROUTE TO CREATING A COST EFFECTIVE SOLUTION

Brand development is essential in helping to promote a clients business over a long period. Ideas have to be able to travel through time to be able to look credible and still fresh over years of usage. Working closely with the client I have always contributed ideas right at the start of the launch of a new brand as it has shown that some brand launches have developed within a company framework and are not as customer facing as they could be or they can be restrictive over a long term marketing programme.

The example shown below is a concept for Morrisons supermarkets that won a Clio award for Art Direction. This was a ground breaking way of breaking out of the traditional style of selling off the page, the visual differentiation helped to build sales..

Producing advertising that is more than just a one off ad is key to providing a strong and effive campaign for the client. A series of ads that have a concept that can be exploited creatively for the timespan of the campaign is the real priority for success..